SGD International Marketing Strategy On Small-medium Size LCD

LCD(Liquid Crystal Display)is the main display technology which is widely used in tele-communication, instrument, home appliance, industrial control and automotive application etc. SGD has been focusing on the LCD in small-medium size under 10.4 inch.The statistics data shows that the market of the LCD application like personal computer, tele-communication terminal and automotive display will be on still growing in the future.The revenue in SGD has been increased in recent years. However, the profit rate was decreased year by year since the main growth of sales comes from China market while the oversea market doesn’t grow as same speed as domestic market. The domestic business also fluctuate a lot from time to time as the main applications are for consuming products. The paper is to study and propose the clear international marketing strategy of SGD based on the analysis of LCD industry competition and the list of SWOT matrix of SGD.The study shows that SGD have the strengths like owning a big group of customer basis and business channels, strong capability of technology research and development,persistence of marketing focus in small-medium LCD as well as the weakness such as not enough integration of material sources, conservation in technical evaluation and weak engineering support for overseas customers etc. Meanwhile, the opportunities of overseas business come from the upgrading of LCD technology, completion of LCD supplier chain and the improvement of situation in international business. However, the threat of international marketing is still there such as competition of among the LCD makers becoming more disordering, periodical fluctuation in global economy and politics, LCD technology tending to be colorful and trade barrier in some cross-countries. Therefore, the international marketing strategy of SGD includes looking for overseas business partners with capable technical background, enforcement of technology research and development, strengthening the construction and management of supply chain. Further to this, the product should be optimized and the price should be adjusted in time based on the strategy of competitors. It is also necessary to speed up the promotion and construction of SGD company brand culture.In order to implement the international marketing strategy efficently, the paper propose finally to come into with a securing system such as to optimize the company organization and build PM(Project Manager) management method, to reinforce HR management and reserve strategic human resource, to cooperate with strategic partners and speed up the integration of resources.