Research On International Marketing Strategy Of A Foreign Trade Company

A Foreign Trade Company as a private capital enterprises producing seamless pipe.In recent years,the situation of exporting seamless pipe is complex and changeable,but the net income of company has gradually increased every year.As competitors have purchased new equipment and improved new technology,A Foreign Trade Company is facing a severe situation under the form of the fluctuating price of raw material.This paper does analyze,with the theory of PEST,the political environment,economic environment,social and cultural environment,scientific and technological environment of A Foreign Trade Company,and deals with the marketing environment of A Foreign Trade Company by the five dimensions of Michael Porter’s Five Forces Model.At the same time,under the guidance of the macro strategy theory of STP and the micro theory of 4P,the author finds the weakness of A Foreign Trade Company’s marketing strategies: insufficient market segmentation,unreasonable market positioning,lack of market positioning,the single product,inflexible price,the channel operated by distributors,the single promotion means and the narrow promotion channel.According to the above problems,this paper puts forward the following solutions: market segmentation to be strengthened,sub markets to be selected reasonably,product structure to be optimized,product strategy to be optimized,pricing based on differential introduced,distribution channels to be improved,distributor management to be strengthened,direct sales to be strengthened,distributors’ risks to be avoided,promotion strategies to be innovated,product quality to be improved,make full use of the Internet and other media development to improve to promote the growth of the company.The author hopes that the strategies can fully avoid the previous problems and shortcomings,which guides A Foreign Trade Company in order to enlarge market share and maximize the profit in the international market competition.