Study On Marketing Strategy Of International Subcontract Business Of KT Company

With the increasing competition in international subcontract market,more and more manufactures improve the international subcontract as the main business.As the international subcontract business growth,the technology and management level have been rapidly developed and meantime faces fierce competition and challenges.KT Company started international subcontract business since 1997,it maintains stable development.However,along with the new international market in recent year,the international subcontract business become fierce competitive.And the international subcontract business continues to hover and develops slowly in KT Company.In this thesis,I take the related theory and analysis method in the modern marketing and strategic management to research KT Company's international subcontract business.From the current situation and problems of international subcontract business,I analyze the marketing management of the international subcontract.First,analyzes the outside environment including macroscopically environment,industry environment,competitors,and interior environment including technical,source,human,financial,network and management of company.And using BCG Matrix analysis and planning the international subcontracting business combination of the company.Second,based on the related theory of marketing strategy,I study the strengths and weaknesses,opportunities and threats with the SWOT method.And then determines the marketing strategy target of KT Company's international subcontract business.Next,according to the current situation of international subcontract business,draws up the marketing strategy of KT Company's international subcontract business based on the market segmentation,target market selection and market position of the tool of STP combining with the international subcontract business market demands.Finally,using 4P marketing strategic theory from product,price,place and promotion,the thesis sets up marketing strategy of international subcontract business and also maintains measures for the implementation of the marketing strategy.The thesis provides a reference for KT Company in order to seize the opportunity,broaden the international market,and solve the bottleneck in the development.Also,the analysis process and conclusion of thesis provide the guiding and reference for the international subcontract business in the other related companies.