Research On Company B’s International Marketing Tactics

With the rapid development of China’s economy,the plastic film manufacturing industry is highly developed,the domestic production capacity is increasingly excess,and the international market has become the main target of plastic film manufacturing enterprises and their key source of profits.Therefore,whether the plastic film manufacturing enterprises can effectively transfer the surplus capacity to the international market plays a vital role in the survival and development of them.Company B mainly produces plastic films applied to waterproofing bitumen coil,which is in a leading position in the domestic market competition.However,due to the limited scale of the domestic market,company B urgently needs to get into the international market to expand their source of profits.On the basis of STP theory and marketing mix theory,through a large number of industry surveys and data analysis,this paper analyzes the external marketing environment of company B,including politics,economy,technology and industry competition,and the internal marketing environment including production,research and development,operation and management ability and personnel.Then,analyzed the technological,geographical and industrial advantages and disadvantages of small and medium-sized enterprises in market competition,such as tight capital and poor personnel quality.Besides,external opportunities and challenges faced by enterprises are studied to find out the development direction in line with the status quo of company B.Then,through the analysis of the current marketing situation of company B’s plastic film,we got the problems such as fuzzy target market,single marketing channels,insufficiency after-sale service,rigid pricing mechanism,finally proposes the corresponding improvement opinions,including: setting product strategy with a clear target market,create multiple marketing channel,adopt diversified price strategy,implementation more competitive promotion methods and set up customer focus service system,in order to achieve the profit target of the enterprise.It is hoped that this study can be used for reference in the international marketing of other domestic plastic film manufacturers.