A Research On Marketing Strategy Of Shandong Shenlan Co. In Southeast Asia Market

This paper uses the theory and method of marketing management to conduct in-depth research on the marketing strategy of ShenLan Co.,Ltd.to explore the Southeast Asian market.ShenLan is a leading domestic enterprise that develops,produces and sells physical properties testing instruments for flexible packaging materials.Under the new normal of China’s economy,the development changes from high-speed growth to medium-high-speed growth,as a result the situation of the domestic economy has changed significantly,the market is becoming saturated,and competition among enterprises is increasingly fierce.How does the ShenLan play its own advantages and better break through the bottleneck of the development of the international market,especially the Southeast Asian market with great potential for development,which is worthy of study.This paper first introduces the background and research significance of the topic.Then introduce the marketing management theory used in the case analysis of this article.After that,it describes the overall situation of the global flexible packaging testing instrument industry,and uses the PEST model and SWOT analysis to analyze the external environment of the Southeast Asian market,as well as the advantages and disadvantages of ShenLan and the potential risks and threats of the market.At the same time,it points out the inherent reasons why the sales performance at this stage does not match the potential market size.On this basis,it is recommended that the company should re-position the product in response to market demand and the status quo of competitive products,and change the product strategy to focus on the mid-end and sub-high-end markets and gradually establish a brand image.At the same time,actively expand marketing channels to explore more business opportunities and transform marketing models to increase business opportunity conversion rate.Therefore,with the good opportunities of the rapid development of the Southeast Asian market in the next few years,the sales performance will increase substantially and gain more market share.At the end of this paper,corresponding methods are given to ensure that the marketing strategy in Southeast Asia can be implemented smoothly,thereby also ensure the sustainable development of the company.The research results of this paper have practical guiding significance for the development of the ShanLan company’s Southeast Asia business.At the same time,it provides an analytical method for other companies in China’s testing instrument industry to analyze and explore overseas target markets.