A Study On International Marketing Strategy Of HUARUI Company

With the domestic economy goes into the new normal development and the acceralated advancement of economic globalization,more and more company begin to enter into the international market,facing the competitive environment and the current existing problems,it is very necessary for HUARUI company to clarify its strength and weakness,and make an international marketing strategy that suitable for the company.HUARUI company,as a small and medium-sized manufacturing company,its PDC bits are mainly used for coal mining and geological exploration,along with the domestic coal market is in a saturated state,the coal mine excess capacity,the industry is facing the integration and re-shuffle,the domestic industry environment will further deteriorate,its business in the domestic market has met a considerable impact,and in the process of exploring the international market,in the begining there are some problems in the development strategy,market analysis and research,expansion channels,team building and others,which caused its development blocked,but there are also many opportunities.This paper starts with analyzing the macro environment and industry environment at home and abroad by using PEST macroscopic analysis tools and Porter's five-force model,figures out its opportunities and challenges;analyzes the internal environment from the perspective of capabilities and resources,summarizes its advantages and disadvantages of international marketing,combines its current marketing situation and existing problems,proposes the relevant international marketing strategy by using the SWOT analysis tool,and puts forward the relevant safeguard measures for the strategy implemented.It is of great guiding significance for HUARUI company to develop its international market,moreover,it has some practical reference for the small and medium-sized manufacturing enterprises to develop the international market of its kind in China.