Research On The Overseas Marketing Strategy Of GSK Company

With China's improving economic status in the world in recent years,many domestic enterprises with strong capabilities start to market abroad.CNC(abbreviation for Computer Numerical Control)technology has been widely used in many industries,and this technology is becoming more and more mature.But production overcapacity begins to appear.Therefore,in order to help enterprises with transformation and upgrading,it is a very wise choice to open up overseas markets.However,since the late start-up of internationalization,Chinese enterprises have encountered many setbacks in the process of opening up overseas markets.GSK company is striving to transfer from traditional CNC technology products to high-tech industrial robots,and pay attention to the expansion of overseas markets to enhance the overall competitiveness,and attempt to strongly promote the development of overseas markets.This article selects GSK company as a research object.Firstly,it sorts out many relevant theories about international marketing strategies,and the research results of experts and scholars.These theories and results provide theoretical basis for following research.Through the analysis of the current development status of GSK company in overseas market,and the main competitors faced by GSK Company,by using 4Ps(abbreviation for Product,Price,Place,Promotion and Strategy)theory,it points out the various problems in the process of GSK's overseas marketing,which include that: the product levels are too concentrated,and high-end products are lagging behind its main competitors;In overseas market,the company mainly focuses on mainstream products,and only have a small proportion for upstream and downstream products,new series of industrial robots;Price ranges are too centralized,and price adjustment is non-flexible;Overseas markets are mainly in developing countries,and focusing on distributors,and cross-regional repeating products exist,with fewer promotional strategies.Then with comparison and quantitative conclusion,the article sums up the main reasons: research and development started late,products focused in medium and low grades;prices directed by domestic market and no targeted prices for export,limited channels and few promotion methods.Finally,it proposes an optimization plan based on 4Ps marketing strategies: to implement targeted overseas marketing strategies for mainstream products,to integrate upstream and downstream products,and for new products to borrow the marketing channels from mainstream products,to cancel unified pricing and implement differential pricing strategy for different market,Implement composite marketing channels and strengthen multiple promotions.It also puts forward many precautions of enhancing comprehensive personnel training,strengthening technology development,implementing the standardization strategy in line with international standards,and trying for the support of government policy and favorable product policy.With the main content of overseas marketing strategy research,this article provides strong guidance for GSK's overseas marketing development,and it also has certain reference for other companies in the same CNC technology industry to implement overseas marketing.