Study On Marketing Strategy Of Company A In Latin American Market

The company A studied in this paper is a multinational corporation mainly produce PVC inflatable sports toys,present,it occupies the leading position in the world market of similar products.Currently company A has a good brand image in the European and American markets,but its development in Latin American market is a bit slow.Since China joined the WTO,domestic enterprises have developed very quickly.Competitors have entered the international market and seized customers with low prices and inferior products.Company A pursuing the highest quality can't compete with its competitors in product prices due to the rising prices of materials and the rising labor costs.Especially in Latin America,where market growth is more difficult,market share is declining year by year,major customers are losing frequently,and competitiveness is threatened severely.Based on the real operation of company A and the marketing situation in Latin America,this paper analyses the problems and reasons of A company's marketing activities in Latin America.Through the analysis tools of marketing,to define STP strategy for company A.And guided by the theory of international marketing mix,this paper makes a deep analysis of the international marketing strategy of company A in Latin American market from the aspects of product,price,channel and promotion,and puts forward marketing plans and suggestions.This paper can provide reasonable plans and suggestions to company A in Latin American market and successful international marketing activities in the future.Meanwhile,it can also provide the real scheme for domestic enterprises to expand their international marketing strategies.