Marketing Strategy Of CP-BIO Company In US Market

With the globalization of the global economy,the trend of world economic integration continues to strengthen.Various countries rely on each other on the basis of international division of labor,interconnection,and mutual development,which constitute today's world economic system.In recent years,with China's accession to the World Trade Organization and the implementation and promotion of the "Belt and Road" foreign cooperation and other policies,China's international trade status and structure have also been constantly developing and changing,gradually embracing the status of a trading power.The United States has always been China's largest trading partner,and the entry of the US market is the most important step for Chinese export companies to embark on internationalization.CP-BIO belongs to Animal Health industry which US market is the latest one.However,with the changes in the market competition environment,CP-BIO has gradually withdrawn from the US market in recent years.Therefore,It has significance meaning for CP-BIO company to make a qualitative leap in international competitiveness by formulating the marketing strategy of the United States.Firstly on the basis of collecting a large amount of literature,through the marketing “PEST analysis theory”,systematically studied the marketing environment of CP-BIO in the US market from the political,economic,social and technical aspects,combined with the “Michael Porter five forces model”,Analysis of CP-BIO's competitive situation in the US market.Secondly,by “SWOT” qualitative analysis method and quantitative analysis to determine CP-BIO's US market strategy.Finally,based on "STP marketing strategy ",to formulate relative marketing strategy,and provide feasible program for the strategy proceed and risk control.Based on the above research and SWOT analysis method,to determine US marketing strategy of CP-BIO company as WO strategy which enable the company to transfer from a supply factory to an international animal health company;Market segments from target animal,customer types and products to determine the targetcustomer for CP-BIO company in US market is group breeding enterprises and the target animal should be three mainstream markets of swine,poultry,and ruminate,built products combination with core product Chlortetracycline and Anti-parasitic to create an image and position of an international animal health company with integrated quality,service and price;To ensure the implementation of the US marketing strategy,a product portfolio strategy,price differentiation strategy,Brand promotion strategy and channel integration strategy are proposed.In the end,it proposed three measures to build an international marketing team,improve the company's management system,and standardize business processes and management systems.And control from three aspects of market profitability,marketing efficiency and marketing risk,to ensure the effectiveness and controllability of strategy implementation.