Research On The Market Development Strategy In Ecuador Of Company B

With the development of globalization,many domestic companies attempt to enter into the international market and participate in the competition.Therefore,how to develop the international market has become their research focus.Company B is an enterprise with license of import and export in the filed of auto parts.After developing the market of Russia in early 21 st century,company B has gradually developed several markets such as Romania,Ukraine,Hungary and other CEECS and Germany,Italy and other European countries.At the beginning,company B has achieved considerable business volume in these markets.However,influenced by regional economy and politics,the business volume is declining.While South America,as one of the most potential auto parts market in the world,has attracted more and more entrants.Company B regards the Ecuadorian market as the entrance to the South American market and as the experimental field for developing this market.The significance of this paper is that through the study of Ecuador’s market development strategy,it can provide theoretical basis and experience for the development of other South American markets and even other markets.And it helps to find new business growth points for the company.Based on the theory of market development and STP,this paper uses some methods,such as SW0 T and PEST analysis,marketing mix strategies etc.Firstly,it uses PEST analysis method to analyze Ecuador’s macro environment and uses SWOT analysis method to analyze Company B’s own advantages and disadvantages.Then,using STP theory,it segments the target market and positions it after selecting the target market.According to the corresponding STP strategy,company B works out a set of market development strategies about product,place,price,promotion and service,proposes some measures to ensure the implementation of the development strategy.