| Nowadays,with the persistently development of lighting technology,LED has gradually occupied a dominant position in the lighting industry.Countries around the world are increasingly focusing on environmentally friendly and energy-saving lighting products,and LED lighting has become more and more important in the international market.After nearly forty years development,China has become a major exporter.On the other hand,owes to Chinese national policy support,the country’s successively issued policies which were about energy save and emission reduction,innovation of technological,and green lighting have given great support to the LED lighting industry,which has promoted our country’s LED lighting export amount rapidly increase in recent years.With the continuous maturity of LED lighting technology,the prices of components required for all production continue to decline,and the prices of LED lighting products are also on a downward trend,which stimulate the demand and the continuous increase of LED sales in the international market.However,since the outbreak of COVID-19,in 2020 many companies have suspended production or even closed down.Demand in the consumer market has been severely suppressed.This has led to a rapid decline in the scale of the LED lighting market.With the increase in labor costs,warehouse rents,shop rents,and shipping charges,LED lighting companies are currently facing great difficulties,and existing marketing strategies can no longer solve the current business problems faced by LED lighting companies.T Lighting company is a trading company,both has branch in China and the Middle East,it is a typical representative and it has important reference significance for the business development of small and medium-sized lighting companies in the Middle East market.This article first introduces the related theories of marketing including 6P marketing theory and STP theory,then uses the PEST analysis method and Michael Porter’s Five Forces Model to analyze the external environment of T lighting company,and then introduces the development history of T company,business scale,organizational structure,analysis of T company’s internal environment;analysis of T company’s marketing status,assessment of T company’s marketing status,survey of lighting products and consumer demand in the Middle East market,select the target markets and product positioning,and finally Optimize marketing plans in terms of product strategy,price strategy,place strategy,promotion strategy,power strategy and public relations strategy.Through investigation and analysis,the Middle East market,this article believes that T Company should first consider the risk factors of the Middle East countries and avoid direct investment in risky countries in Middle East;secondly,it proposes optimization strategies from six aspects.About products,should from the packaging,branding,adjust product structure,shorten the delivery time etc.,to improve the competitive;In price,brand pricing and cost-effective pricing strategies can be adopted;In place,should build more new channels,adopt appropriate management policies and incentive mechanisms.In promotion,strengthen the door-to-door promotion and online advertising.In power,depend on the policies and strengthen the contacts with chambers of commerce to facilitate T company’s business development in the Middle East.Finally,we should formulate the implementation steps on establishing sales management system,adjusting organizational structure,and building brand.We should formulate purchase and supply,human resource and organization,increasing financial budget,infrastructure and employee incentive mechanism and technical support to ensure marketing optimization can be achieved smoothly. |
