Research On The International Marketing Strategy Of A Company

The civil explosive industry has entered cold winter in recent two years because of the national structural adjustment,domestic marketing inadequate demand and serious excess capacity.In order to stimulate the civil explosive industry out of its slump and make full use of the opportunity of the national great strategy of “One Belt And One Road”,the civil explosive industry should implement the strategy of going global and develop new market field.A company has been facing the decreasing domestic sales revenue as a microcosm of the civil explosive industry.Under the circumstances,it is an important issue for A company about how to generate the international marketing strategy to open up international market.Taking A company as the research subject,we integrated theoretical studies with marketing strategy management,environmental analysis,five strength model of Michael Potter and marketing mix,etc.We studied enterprise marketing management with the methods of literature,theory analysis and survey analysis,scanned industry marketing environment,analyzed opportunity and challenge,then generated the international marketing strategy of marketing development mainly combined with its resource and ability as a supplement to product development and forward integration and defined the specific tactics of product,price,place and promotion.This study analyzed the macro analysis of external environment of A company and then the industry by five strength model of Michael Potter,and researched internal environment by SWOT strategy analysis combined with STP and structured QSPM,and generated the company strategy.Finally we set forth the strategy implementation divided by two parts of management measure and annual objective control.We should make the correct strategy choice and judgement in the future on how to change crisis into chance and treating opportunities and challenges combined with the self-resource and advantage of A company.It is the analysis on one company,but it will be referred by other similar companies in civil explosive industry to generate the international marketing strategy.