The Research On Expanding International Market For Electrolytic Manganese Metal In Kingray New Materials Science & Technology Co.,Ltd.

Electrolytic Manganese Metal is an important raw material to modern industry and has been widely used in metallurgicial, electric as well as chemical industry. After IPO in 2000, Kingray New materials Science & Technology Co., Ltd. established two plants in Guizhou Province with annual capacity of 30 000mt. And half of the output have been exported to international market. In the past, most of Kingray's products are exported through foreign trading companies. With the expansion of business, Kingray fully realizes the importance of international market. Therefore, more and more exports are concluded directly by Kingray itself. However, Kingray has met a lot of difficulties during the beginning of expansion of international market, such as sales network not established, lack of marketing channels as well as direct clients, with the result that Kingray got a poor market share that does not match it's production capacity.The paper focuses on Kingray's expanding of international market under keen competition. By integrading theory with practice, consulting reference books and researching on different producers, the author puts forward detailed proposals on Kingray's future expanding of international market. First, by SWOT analysis, we find Strength, Weakness, Opportunity and Threat. Afterthat, we decide the purpose of expanding as well as how to tragedy on market,product,price,channel and promotion, such as giving priority to Korean and Japanese market, producing high-purity goods and lump & powder, competetive pricing, establishing direct cooperation with end-users, setting up overseas office, attending industry fairs and visiting clients. Finally, we emphasize ways to gurantee the implementation of above stragedy, including qualified staff, MIS, relationship marketing & risk prevention.