A Research On Overseas Marketing Strategy Of F Solar

With the rapid development of world economy, energy crisis and environmental problems are becoming increasingly severe. Many countries in the world begin to reconstruct their energy structures, from the traditional fossil fuels such as oil, coal and natural gas, to the renewable energy. Since more than 10 years rapid development, solar thermal industry has rapidly spread in Europe, Australia and other regions. As a powerful producer in solar thermal industry, China has delivered a large number of products for the international market. However, due to the subprime mortgage crisis in US in 2007 and the subsequent financial crisis in the world which brought the world economy a recession, together with the cut back of subsidies by the governments for solar thermal products, China's manufacturers in this field are facing unprecedented difficulties in the international market. The problem of how to re-locate in the international market, identify the target area and target business, give full play to their advantages, obtain sustainable development, becomes the current imminent.As one of the manufacturers in solar thermal industry in China, due to lack of clear overseas marketing strategy, F Solar has faced with the overseas business cuts in recent years and its development of market is blocked. Based on STP theory and marketing mix 4Ps theory, this paper uses PESTEL, 5 Forces Model to analyze the external opportunities and threats faced by F Solar and internal strengths and weaknesses which F Solar owns. Through analyzing the status quo of the international solar thermal industry and the potential of each market, combining with the core competitiveness and competitive advantages F Solar owns, with SWOT matrix, this paper finds a best overseas marketing strategy for F Solar to enhance its overseas business. Via market segmentation with some key factors of new installation volume, per-capital coverage and the potential of the market, this paper identifies the target market regions and target business for F Solar. On the basis of that, the paper puts forward the implemental strategies including products, price, distribution building, after-sale services and human resources, and safeguards provided by F Solar level for the successful implementation of the overseas marketing strategy.