Research On The Optimization Of Marketing Strategy Of DW Zipper Products In Mexico

Small zipper,big use.Since 1980,especially since 1995,China’s zipper production has developed at an unprecedented speed,with a large number of emerging private zipper enterprises standing out and expanding in scale.In 1999,China’s zipper production achieved its first historic leap,exceeding 10 billion meters,becoming the world’s largest zipper producing country,giving birth to a group of national zipper brands such as AAK,SBS,SAB,YCC,etc.In recent years,with the continuous development of textile science and technology,the speed of innovation in the clothing industry has been accelerating,directly promoting the largest auxiliary material in the clothing industry-zippers,and also accelerating the pace of updating and upgrading.People are no longer satisfied with the basic practical function of zippers,but rather hope that zippers can become a fashion element on clothing,bags,and shoes,fully showcasing the wearer’s fashion taste and unique personality.DW Company began to enter the clothing accessories industry in 2018.Through a survey of the domestic clothing accessories industry,zippers were finally determined as DW Company’s main product.Given the severe overcapacity of domestic zipper production capacity,the phenomenon of product homogenization,and the trend of price wars towards white heat.As a service-oriented foreign trade enterprise,DW Company has no competitive advantage.Therefore,DW Company has integrated high-quality domestic resources and collaborated with advantageous zipper manufacturers to shift its business to overseas markets.However,due to many shortcomings in its marketing strategy,the market business has entered a bottleneck period.Firstly,by reviewing relevant literature,designing survey questionnaires,and using DW Company as an empirical case.Using the PEST analysis model to analyze the macro environment,and using the Porter Five Forces model to analyze the zipper industry environment,it was found that DW Company is facing market fragmentation from existing competitors such as SBS,HSD,3F,and other brands,and their strength cannot be underestimated;And the awkward situation of insufficient bargaining power for customers.After analyzing the current marketing strategy of DW Company through STP theory and6 P theory,it was found that DW Company’s zipper products have the following prominent problems in the Mexican market marketing: firstly,the target market positioning is not precise enough;Secondly,the product is highly homogeneous;Thirdly,the construction of the pricing system is not reasonable enough;Fourthly,the marketing channel is single;Fifth,the means of publicity are not diversified enough;Sixth,inadequate handling of public relations;Seventh,there is insufficient emphasis on political power.Secondly,after further designing a market survey questionnaire,the reasons for the above-mentioned marketing strategy problems of DW company were identified,mainly reflected in the following aspects: firstly,the lack of precise positioning of the target market;Secondly,the degree of product homogenization is too high;Thirdly,there is a lack of a more scientific pricing system;Fourthly,a relatively single marketing channel;Fifth,insufficient combination of promotional methods;Sixth,there is a lack of maintenance of public relations;Seventh,the role of political power has not been fully utilized.Finally,in response to the reasons for the problems,relevant strategies for optimizing marketing in Mexico were proposed.Specifically,first,using the STP marketing strategy,DW first subdivided the market,then subdivided the market segmentation,and determined its own target market.Finally,DW made a positioning plan for the market.That is,on the basis of consolidating the quality of the traditional zipper function,DW will consider breaking through small areas,such as adopting strategies such as "developing for designers" and "differentiated services" to change its market positioning.Secondly,using the 6P theory,specific optimization plans have been proposed for products,prices,channels,promotion strategies,public relations,political forces,etc.I hope that the research in this article can play a positive role in promoting the development and brand development of DW’s zipper products in the Mexican market,improving the marketing ability and performance level of this market,and accelerating the establishment and development of the brand.If successful,the marketing model can be promoted to other overseas markets of DW Company.At the same time,we also hope to provide certain reference value and significance for other domestic and foreign similar enterprises in the zipper industry.Especially,we hope that our marketing ideas can provide practical guidance for many struggling startups or traditional enterprises that want to embark on the path of foreign trade transformation.