Research On Marketing Strategy Of HUAMEI Pipe Fittings In Gulf State

Jilin Provincial HUAMEI Machinery & Equipment Import & Export Co.,Ltd comes out Jilin Provincial Machinery & Equipment Import & Export Co.,Ltd. which is only a small scale trading company at first. It has already had certain scale through decade of the development, and built up own factory in Yingkou city, preparing to develop toward the direction of the production combining with sales. Industry Butt- Welding Pipe Fittings is its mainly exports product, which is the appropriation accessories to set up petroleum, natural gas,chemical industry etc. the gulf petroleum state is its main sale market, so which is also the main export market of our company, its exports sum is total company's exports sum by 60% or so. its export condition and profits is related to the existence and the development of company aftertime. But company's export sum has been presenting descend trend at this area recent two years, but if the company wants to develop to be strong,it has to take extending the market share , profit margin and exaltation export sum as its initial target at this area, and draw up the valid market marketing strategy to carry out this target.This text carries on marketing strategy and guarantees measure to the gulf market of HUAMEI as following aspect.A Aiming at a company to export present condition currently, the gulf region export quantity descends, but gulf the national market demand rises year by year etc. the problem to carry on analysis. Getting the conclusion that the company export quantity's descent isn't because of the market demand's descent, the problem is in the oneself business model and the marketing strategy aspect.B Analysing Export Environment Of The Pipe Fittings In The Gulf State1. Make use of the PEST analysis method, carry on detailed analysis to the gulf state's politics, economy, society, the technique factor, think in addition to Iraq, rest all countries'politics, the economic environment is more stable, the society and technique also can adapt completely, these factors is all very beneficial for us to extend the market of this area and the long-term development of aftertime.2. Make use of porter's five-forces model to analysis pipe fittings'line that HUAMEI's lies, in five-forces competition factors, the business enterprise's competition is the most important, through analyzing to the same line's rival at domestic and abroad, we thinks the ompetition pressure is larger coming from domestic, compared with it, our marketing outlet is too single, the company should take outlet as a point to draw up marketing strategy.3. Through analysing to the company SWOT, we see the companypersonnel's character is very high, occupying certain advantage, personnel character in the extrovert type economic is more important. Moreover, China pipe fittings'international competition ability strengthen gradually, it also provide good atmosphere for our company to raise the international competition abilityC Analysing the pipe fitting market and purchase'behavior characteristics, make use of the market subdivide variable to carry on subdividing to all of the gulf state's market, which is divided into three grades, take UAE, Oman,Qatar as the first class market of company, the marketing target is to increase the market quota, further to extend market share. Iran,Iraqi is the second class market, the marketing target is to make stronger an original market, extending gradually. Saudi and Kuwait is the third class latent market , the marketing target is to raise the product quality gradually, strengthening competition ability to Europe and America. Then choose a main target market in each grade, which respectively is UAE ,Iran, saudiD According to the 4 PS combination marketing theories, take opening widely the marketing outlet as a point, draw up company's marketing strategy to the outlet, product, price, promoting sales in the gulf market.1. All-directions outlet strategy: strategy on the establishing the branch in the UAE , to extend customers.Establishing an oversea branch is beneficial for us not only learning the local rival but also directly controling its abroad operating organization, avoiding many middle link, easy to moderates enterprise's a business activity in the region.strategy on establishing the office in Iran, pursuing the biggest profits. Establish an office in Teheran,Iran petroleum company headquarters and the international trade companies are all here, so it will be more convenient and faster to take the marketing activity The main mission of the office is periodically visiting customer, collecting the relevant bid and purchasing informations on the pipe fittings, grasp requirement changes, do the preparation work for export. Strategy on Looking for the sole agent in saudi, raising market quota. Looking for dependable business agent, it not only matches the regional trade provision, and also matches the actual circumstance of our company, if we can have agent's strength, it can not only economizing our manpower and material resources, but also extending export, this is a best plan for us.2. Strategy on the different product: adopting the double expanding strategy of product line to UAE etc. because of extensive requirements to the pipe fittings , from the low class,middle class to high class. we currently are the company fixed in the middle position so we decide to expand headinging the two directions up and down.adopting the strategy to fill up product line to Iran etc. we will take aim at the metal alloy steel market, carrying on filling up to the former product line. take it the main point to Iran's export. Adoping the strategy expanding up the product line. The product requirements on theSaudi pipe fittings market mainly concentrate in the high class pipe fittings market, we will gradually permeate to high class pipe fittings market.3.Flexible price strategy :UAE adopts the export fixing price method with the direction to cost, the low price strategy with reducing the cost, giving the different price to the big, medium and small customers. Iran takes the high price strategy to carry out the target to get the biggest profits , adopting the costliness list price strategy, the saudi'permeating price from low price to high price.4.Diversified promotion strategy :The阿联酋etc. take the attending the exhibition as main promoting sales strategy, will establish advertisement card in the future; The Iran takes to go and see customer for main promote sales strategy, then match with visiting customer as its main promotion strategy. With the making some special publicities materials ;The saudi adopt the more widely promotion strategy, advertising and network. E marketing strategy guarantee measure of the gulf state: For insuring the smoothly implement above strategy,we drew up related guarantee measure finally: The perfect quality and the service system, promote the overall quality management work, working well customer to selling at front and medium,after-sales service; Sound training with encourage mechanism, training and encourage a policy include the personnel and business agent.This thesis drew up suggestion strategy and the guarantee measure of company on the expanding the gulf market, it has the reality instruction meaning for the development on the gulf market. The partial suggestion has been adopted and obtain certain result. Meantime it has also been reference meaning for the other related enterprise to expand an international market.