Research On The American Marketing Strategy Optimization Of TB Company

With the development of global social economy,the outdoor leisure industry develops rapidly and gets more and more attention.The US market is recognized as one of the countries with the most mature and developed outdoor leisure industry in the world,and the penetration rate of outdoor leisure activities in the US is more than 40%.As the world’s largest single national market for outdoor leisure products,with the changes of social economy and international situation,the American outdoor leisure market has undergone many changes: Firstly,with the development of social economy and the support of government policies,the demand for outdoor leisure products continues to grow,while with the millennial generation becoming the main consumer in the market,the market has increasingly increased requirements for product experience and purchase convenience.Secondly,the outdoor leisure market in US has attracted many competitors due to its huge volume,while large retailers have adopted their own brands to compete,further Intensifying the competition in the industry,In 2018,the trade war between China and the US broke out,and competitors in Southeast Asia quickly gained cost advantages,leading to even more intensified competition in the industry.Thirdly,the COVID-19 epidemic has accelerated the development of e-commerce business in the US.E-commerce sales have cost advantages and quick access to new products due to the reduction of sales levels,which also brings more and more price pressure to traditional offline channels.TB Company is an outdoor leisure products manufacturer mainly engaged in B2 B business.95% of its products are sold to the international market,among which the United States market contribute 63%of its revenue.In the US market,TB company mainly provides ODM services for the private brands of large retailers.Through the cultivation of rapid development and follow-up capabilities,the establishment of comprehensive and high-quality production base,and the establishment of sales company in the US market,TB company achieved remarkable success from 2004 to 2016 and became a leading manufacturer in the outdoor leisure industry.However,with the change of the US market,its business growth rate obviously declined,how to adjust the American marketing strategy to regain competitive advantage is critical to TB company.This thesis analyzes the problems and optimization strategies of TB company’s marketing in the US through in-depth research,hoping to provide reference for TB company’s market development in the United States.Firstly,this thesis analyzes the marketing environment of TB Company in the US,and demonstrates the necessity and feasibility of strategy optimization in the United States based on the internal environment analysis,and on this basis to explore TB company’s American marketing strategy optimization scheme,specifically through the American market localization strategy to enhance TB company’s differentiation advantage in the American market,to enhance local product development capability by setting up us product development team,to improve price competitiveness based on the competitive situation in the US market and quote flexible pricing for different products,to improve key account stickiness by improving development service and logistics service in US market and focus on developing cross-border e-commerce business.At the same time,in order to ensure the effective implementation of the above strategies,this thesis puts forward a series of corresponding safeguard measures.It is hoped that this study can provide reference for TB company’s future development and other similar enterprises to explore the international market.