Operation Strategy Research Of WA Company In SouthEast Asia Market

With the promotion of reform and opening up,the building ceramic industry has gradually formed a mature industrial scale after a long development process.With the deepening of global economic integration and the "Belt and Road" Initiative,the internationalization of architectural ceramic enterprises has become the demands with integrating into the world economy and expanding the market.Building ceramic industry is a traditional manufacturing industry.Although every country has the conditions to produce building ceramic tile products,the world’s building ceramic production still form a high degree of aggregation.Italy and Spain firmly control the market trend of the global building ceramic tile industry,while the output of Chinese building ceramic tile enterprises is close to reach half of the global output.Italy,Spain and China are the world’s top three exporters of building ceramic tiles,accounting for 60% of the global exports of building tiles.According to customs statistics,from 2019 to the first half of 2021,China exported ceramics and porcelain tiles to Europe,America,Japan and other developed countries and regions,the export volume and amount were gradually diminishing,but such as Asean,Africa,the countries along the "Belt and Road" export volume was gradually increased,including to Southeast Asian countries,particularly Asean countries such as Vietnam,Philippines,Indonesia,.The exports has been particularly dramatic increased.Due to the impact of the COVID-19 virus,trade protection around the world and trade frictions between China and the United States,the foreign trade of China’s building ceramic products has encountered unprecedented challenges.However,the export volume of China’s building ceramic tiles still accounts half of the total export volume in the international market and the market share remains stable to a certain extent.As a small and medium-sized trading company whose main business is the export of building ceramic tiles,WA Company has gradually developed from the original inward-oriented sales development mode to the dual mode of combining internal and external sales since 2018.At present,WA Company has formed certain competitive advantages in Southeast Asia market,Middle East market,Central Asia market,Japan and South Korea market,but at the same time,there are some problems such as low market share,fierce market competition and serious product homogeneity,which lead to the increasing customer churn rate of WA company and the decline of main business turnover.Therefore,under such complex and changeable factors,How WA company play its own advantages in the international market competition and clear market positioning will be the focus and breakthrough of WA company’s future development.Based on the theory of strategic management,this paper makes an in-depth study of the business strategy of WA Company in Southeast Asia market and works out the international business strategy of WA company in Southeast Asia market.This paper uses PEST analysis model and Porter’s five forces model to analyze the competition in the building ceramic tile industry,and determines WA company’s development status and product positioning in Southeast Asia market through SWOT analysis model.The research of this paper will help WA company improve its competitiveness in other international markets(such as the Middle East market,etc.),expanding its market share and accumulating more market resources,also provide reference for the development of small and medium-sized trading companies in the same industry.