Marketing Strategy Of Foreign Invest Company In China

Z company is a foreign-owned enterprise has been operating for more than ten years in China,is one of the world's largest manufacturers of water meters,but because of company strategy main for export,lack of domestic sales team,supporting system and customer demand is not matching,products a differences and other issues lead to domestic sales has come to a standstill.As to promote the national smart city strategy,the industrial change into the smart meter and Z company in this area represent the general trend,maintained a leading position in the industry,has conditions to entered the domestic market.The ancients said:Forewarned is forearmed.In this study,Z company how to seize the opportunity and provide recommendations for selecting appropriate marketing strategies,through the analysis of macro environment PESTEL analysis and evaluation using five forces model analysis of industry environment,opportunity,understand the company's current capacity and external opportunities and risks by SWOT,and with the development of the enterprise's internal and external environment and the future trend of the industry.The marketing strategy of the enterprise,and how to make full use of existing resources to provide recommendations on the implementation of marketing strategy.At the same time,the significance of this study lies in the actual case analysis,draws the conclusion as follows:the choice of marketing strategy depends not only on the environmental threats and opportunities,but also depends on the internal resources and capabilities,only when companies have the appropriate resources and ability,establish the correct direction of development and establish the overall goal to marketing competitive advantage and achieve excellent performance.