Research On The Marketing Strategy Of F Company’s Transnational Operation In Poland

With the continuous development of science and technology,the speed of industrial chain globalization of automobile industry is speeding up,which makes the corresponding automobile mold manufacturing enterprises also face great pressure of industrial chain globalization.As a domestic automobile mould enterprise,enterprise F is not only facing the difficult transformation from a simple domestic market OEM enterprise to a global multinational enterprise,but also facing the dilemma of falling market share in the United States.It is a better choice to explore the international market,especially the European market.Based on the in-depth interview with the relevant executives of F company and the local personnel in Poland,this paper obtains the first-hand materials for the development of Polish mold market,and then makes an in-depth analysis of F company’s marketing strategy for the development of Polish market by reading the literature review and consulting the second-hand materials: that is,on the basis of the PEST environmental analysis of Polish market,according to the customer scale,end use and customer,according to the attraction of market segmentationand F company’s comparative competitive advantage,the target market to be developed is selected,and the positioning analysis is carried out.Then,the 4Ps combination strategy is deeply discussed based on the characteristics of the target market.Finally,the safeguard measures in line with the characteristics of modern multinational enterprises are put forward to ensure F company can successfully complete its Polish marketing Strategic work,so as to complete the transformation from domestic local processing enterprises to participants in globalization.From the perspective of long-term development,it is necessary for F company to adapt to the rapid development of global market and maintain sustainable competitive advantage through the transformation of enterprise globalization.This paper also hopes to provide reference for the development of domestic enterprises in similar situations.