Research On The Extension Strategy Of DF Company's Stationery Supplies In American Market

Over the years,influenced by the global economic integration and the strong support of our country for the manufacturing industry to expand the overseas market,the export situation of domestic stationery industry has made great progress.As one kind of product of stationery industry,writing display equipment has great development potential in the overseas market.DF Company was established in 2007,the company mainly produces writing whiteboard,blackboard,memo board and other writing and display equipment.Relying on high cost performance and brand advantages,the company's products are exported to the European and American markets and gained great popularity in the local market.However,in recent years,the company has also faced a series of problems,such as the influence of e-commerce sales model and the improvement of consumer demand level,the traditional products can not meet the personalized needs of the end customers;moreover,the competition of the industry market is becoming increasingly fierce;furthermore,the adaptability of the enterprise's operation is quite difficult to cope with the complex and changeable international market environment.This paper mainly studies the specific type selection,implementation plan and safeguard measures of DF Company's American market extension strategy in the current market environment.This paper summarizes and analyzes the external environment of DF Company,such as the macro environment and the market environment.Based on the external environment,it summarizes the external opportunities and threats that DF Company faces.The external opportunities mainly include the highly interdependent economic and trade relations between China and the United States;related policy dividends to the export enterprises;scientific standardized supervision to promote the benign development of the industry;the conformity of American culture's diversity,the flexibility of educational forms,thinking habits,business habits and the function of writing and display equipment;a new demand for stationery products arising from telecommuting;the insignificant threat of new entrants and low threat of substitutes.However,the relationship between China and the United States is complex and volatile;the industrial designing and research ability is insufficient;the industry has low barriers to entry and high barriers to exit;and the overall competition is fierce;the bargaining level of buyers and suppliers is on the high side.All these above factors affect the development direction of the industry.While analyzing the external environment,this paper also analyzes the internal advantages and disadvantages of the enterprise from the aspects of resources and capacities.DF Company has outstanding internal advantages:good revenue and abundant capital resources;professional division of labor,high efficiency and stable quality;scattered factories which can enjoy preferential policies in different regions,but also can avoid specific policy risks;large-scale production capacity,first-class production equipment and a better geographical location advantage which reduce the product manufacturing cost and therefore enhance product competitiveness;strengthened influence of the company's brand in the international market after years of brand building;numerous products patent approved by attaching great importance to the construction of intellectual property rights;a series of flexible production and manufacturing experiences accumulated during years of production and management.On the other hand,the internal disadvantages of enterprises can not be ignored.For example:the organizational structure is not flexible enough to adapt to the further development of enterprises;the lack of professional talents,and the overall level of education is low;the turnover rate of financial inventory is low;the capital idle rate is high;the level of management informatization is low and the speed of product research and development is slow.Through the comprehensive analysis of the internal and external environment of the enterprise by using SWOT model and the theory of Michael Porter's competitive strategy,this paper analyzes the feasibility of three kinds of competition.On the basis of quantitative and qualitative analysis,the specific competition strategy of DF Company's U.S.market expansion plan is determined as the focus strategy.Referring to the 4P theory in marketing,the implementation of the focus strategy in this paper is carried out from four aspects:product,price,channel and promotion.As safeguard measures for the enterprise's strategic implementation,this paper focus on the following six aspects:to improve the efficient feedback R&D innovation ability;to focus on mass customization of flexible production capacity;to develop the flexible organizing ability of dynamic response;to build the talent system and provide systematic protection of marketing action;to enhance the professional level of enterprise management informatization and to establish the a special market strategic planning department.This paper analyzes the external environment,industry environment,internal environment and capacity of DF Company and summarizes the opportunities and the threats,as well as advantages and disadvantages of DF Company facing at present.Through the detailed analysis and evaluation of EFE and IFE matrix on the company's coping ability,and combined with the company's current actual business situation,this paper studies the selection of the company's U.S.market development strategic direction,the specific implementation plan and the relevant safeguard.measures.This study has a certain reference significance and value for DF Company and other companies in the stationery industry to formulate their overseas market expansion strategy,especially for the formulation of the U.S.market development strategy.