Research On M Company's European Marketing Strategy

The portable lighting industry was greatly developed by the introduction of new technology of LED.Currently,with more and more manufacturers and competitors swarmed into this industry,but without a matured rules to control the situation,the design of products are quite similar from each other,most of the Chinese manufacturers started a price war to take their own market share,but it only brought a chaos to the industry.M company is one of the best manufacturer in Chinese portable lighting industry,the main market is European area,it is facing a situation that is not only suppressed by the industry leaders of foreign country,but also a fierce competition from the manufacturers of China,even the industry is still growing with big potential,but the sales volume of M company is growing very slowly.M company needs to make an analysis of the current situation and produces a new marketing strategy to the opportunity for the future development.M company is a very traditional exporting manufacturing enterprise based in Shenzhen,it’s business are mainly focused in designing,producing and sales of outdoor lights,especially for the European market as the biggest market oversea,so it makes lots of sense to take it as a research object.By basing on the academic works of international marketing,using the PEST analysis and Michael Porter’s Five Forces Model to make an analysis on the macro environment,industry situation,it drives the currently faced problems in marketing,then with the integrated use of learning marketing management,enterprise management as the theoretical basis,according to the industry competition characteristics of each segment market,take the market and customer as the core,around the brand building and promoting,etc.to finalize the marketing strategy of M company which goes around in the four aspects of product,price,place,promotion,and also arise some effective measures to make sure those finalized marketing strategy realized by the company.The result of this research gives a marketing strategy choice and direct guidance for the M company,the research ideas and methods for the implementation of strategic management will give a reference value to the companies in the same industry who take international market as target market.