Export Trade Strategy Of BeiBei Glassware Factory And Selection Of Target Markets

ChongQing BeiBei Glassware Factory is a state–owned factory with a long products export history. The products have a fine reputation for top quality and unique craft in the domestic and overseas markets. Owing to several reasons, the volumes of export fell sharply in the past few years. The enterprise is in urgent need to formulate a new export trade strategy in the face of the unprecedented crise.First, we elaborate related international trade theory, competitive strategy and marketing theory, brief introduce the basic situation and history and present situation of export. We are aware of chances and challenges when analysizing the macro enviroment in the aspects of the policy , economic and technology. Besides the enterprise has a clear understanding of its competitive situation and ability through analyzing present situation of glass industry and main competitors. Then we establish export trade strategy under the present situation with SWOT analysis measure. On the basis of this strategy, the thesis segments international glassware markets and selects target markets. At last we establish detailed strategy implementation measures.