Study On International Marketing Strategy Of Terex Cranes China

With deepen of implementation of China’s change and open policy,more and more Chinese enterprises start to enter international market.As technology-intense industry,during the past 10 years,Chinese mobile cranes industry has been undergoing the 10 years period of transformation from the closed market model of Made in China and Sell in China to the open mode of Made in China(and World)and Sell in World.During the period and in order to achieve its vision and strategic goal in the international market,every mobile cranes manufacturer has been continuously studying on the tactics of international marketing.Terex quickly entered into the international cranes market with his low price strategy and premium brand positioning.Terex sales volume in international market exceeds 50 units,sales amount over 11 million US dollar,and however market share is just around 1%.Under downturn of global mobile cranes market,Terex’s competitors reduced their price sharply to reserve their market share.Terex is not ablecontinue his low price strategy due to small market share and higher production cost.Meanwhile Terex did not make adjustment on his market strategy,which leads to a sharply sales decreasing for Terex.This article is a study on international marketing strategy of Terex,with modern theory relevant to international marketing and practice of global mobile cranes industry.This article consists of 4 chapters.In Chapter 1,it descripts the background,purpose,ways and thinking of the study,briefly sums up the relevant theory of international marketing.In Chapter 2,it makes analysis on international mobile cranes industry with PEST analysis and Porter 5 strengths model,and descripts the current situation of Terex’s international marketing from 5 aspects of market entry,product,price,place,promotion.In Chapter 3,it makes analysis on the existing problems and its reasons in current international marketing strategies of Terex.In Chapter 4,with STP and 4P theory,it gives solid suggestions on Terex international marketing strategies from 5 aspects including clear global market entry strategy,differentiated product strategy,flexible price strategy,and distribution expansion and promotion of distributor channels,promotion in communication,ect.Through the solid suggestions on Terex’s international marketing strategies from analysis of relevant theory,it hopes Terex returns to its rapid growth in new situation of international market.