Research On International Marketing Strategy Of Plastic Additives In C Company’s Overseas Market

Plastic additives are essential raw materials widely used in plastic products,which not only improve the processing performance,processing conditions and processing efficiency of the polymers,but also improve the performance,use value and service life of plastic products.In recent years,with the wide application of plastics,the global plastic additives industry has grown in rapidly.In 2014,the global market size of plastic additives was 13.18 million tons,valued at 40.553 billion US dollars.According to Future Market Insights’ forecast,by 2020,the global market size of plastic additives is expected to reach $50 billion.The huge market demand urges more and more plastic additives manufacturers to actively enter the global market and participate in international competition.However,most domestic manufacturers of plastic additives are mainly in small-scale workshop-based production,relatively low technology content and relatively weak independent innovation and R&D capabilities.They are in a relatively weak position in international competition.How to improve the SMEs’ international competitiveness is worthy of our in-depth study.This thesis takes C Company as the research object.C Company,as an enterprise early engaged in the R&D,production and sales of plastic additives in China,its annual sales revenues in overseas market has experienced continuous decline in the past five years,which is in stark contrast to the continued growth of demanding in global plastic additive market.How to reverse this development dilemma has clearly become a problem that C Company needs to solve in urgently.Under the trend of continued growth of demanding in global plastic additive market,why do C Company’s annual sales revenues in overseas market decline in continuously? The author attempts to work out the solutions from C Company’s international marketing strategy.Based on the relevant theories or analysis tools of marketing management and strategic management,through the analysis of the external environment of the plastic additives industry in global market,the internal conditions of C Company itself and its Strength and Weakness,and the problems existing in its international marketing strategy,puts forward the suggestion on international marketing strategy repositioning,implementation,and supporting measures.The conclusion of this thesis is that,in view of the steady growth of global demanding for plastic additives in coming years,C Company can still improve its competitiveness in international market by implementing a centralization strategy.The hope is that this will help to improve C Company’s continued slide of sales in overseas market.Meanwhile,it is also hoped that it can be used for reference to the international market development of domestic SMEs of chemical raw materials,especially plastic additive manufacturing enterprises.