Study On Overseas Marketing Strategy Of SW Company

The veterinary drug industry of China has achieved rapid development in recent years, but serious low-level repeated construction which caused excess production capacity generated along with the development, and then led to a low price competition. Chinese veterinary drug companies sought breakthrough for their products and chose the way of exportation in succession. However, the international environment of Chinese veterinary drug trade has been in constant deterioration. The current state of the world economy is still in a weak recovery, the economic growth of developing countries is slowing, the U.S. economy recovers slowly, and the European economy is close to zero growth, global demand is weak and the market space is narrowing. Many countries adopted stricter trade protection measures to cope with the importation of Chinese veterinary drug under the market pressure. The labor cost and financing cost are increasing, and the rise of combined cost intensified export price competition, coupled with the increasingly strict veterinary drug policy, the pressure from environmental protection, the increase in trade friction, and products from India, Southeast Asia and other low-cost area are replacing Chinese veterinary drug, the battlefield between Chinese veterinary drug companies has been moved from domestic market to overseas market. All the above together with the competition from trading companies for the cake, the exportation road for S W company is more and more arduous.Although there are a lot of comprehensive theories, theoretical studies focus on this industry are rare for veterinary drug companies in China, systematic research result was not gotten, let alone practical guidance. Against this background, this thesis took SW company as study object, applied case analysis method, data analysis method and literature study method to introduce and analyze the current situation and problems of S W company overseas marketing, analyze macro-environment with PEST analysis, analyze competition environment of veterinary drug industry with five forces model, determine the strengths and weaknesses of SW company. Then, investigated, analyzed and segmented overseas market, determined three target markets:Asia market, South American market, EU market and the key countries in these markets, and then determined the market position. Based on the above information, a 4P marketing combination strategy with industry characteristics was designed for SW company and key safeguard measures of SW company overseas marketing strategy were gotten. The key safeguard measures are seeking cost advantages, interpreting of product components, paying attention to customer relation management, strengthening drug registration and selecting appropriate products for overseas market.Optimized marketing management model, countermeasures and suggestions were worked out in this thesis. Related management theories and practices were connected closely and applied to overseas marketing of veterinary drug company. It provided reference and support for overseas market expansion and management practices of SW company, at the meanwhile, it also offered assistance and reference to other Chinese veterinary drug companies for exploiting overseas market. Secondly, based on the overall consideration of laws, regulations, social culture and custom, according to dynamic conditions of veterinary drug industry, the author extracted the key safeguard measures of veterinary drug overseas marketing strategy to make veterinary drug company have a definite object in view and lay foundation of overseas market expansion.In terms of theoretical significance, the thesis worked out international marketing theory and method which were more suitable for Chinese veterinary drug company basing on the previous theories and studies, it played a positive and effective role in the study on international expansion theory of Chinese veterinary drug. In terms of practical significance, the thesis not only provided reference and support for overseas marketing and management practices of SW company, but also offered assistance and reference to other Chinese veterinary drug companies, made efforts for making veterinary drug industry of our country bigger, stronger and take a place in the world.