Analysis Of A Company's International Marketing Strategies

With over 30 years history, A company is a famous optical components manufacturer in China, who is targeting at optical system integrator in the whole world. Due to globalization in most countries on economy, technology and culture, A company is significantly influenced in international market. In the next 5 years, A company is planning to obtain double annual sales revenue and contribute 80% sales share. What kind of strategies should the company apply for international business in order to achieve this target? This thesis studies the international business strategies of A company. Firstly, the thesis presents the company profile, international marketing and sales situation and related marketing and strategy management theory. Secondly, the thesis analyses the external environments including macro environment, industrial structure and competitors. Thirdly, the thesis analyses internal capability, such as management, technology, marketing, manufacturing and finance. Accordingly, the strengths, weaknesses, opportunities and threats are indicated, compared to competitors. Based on its performance in global market, A company possesses certain competition capability. However, it is in inferior position compared to multi-national giant such as JDSU. Therefore, the thesis proposes applicable international marketing strategies including total cost leadership strategy (Red Ocean Strategy) for current competition and Blue Ocean Strategy for exceeding competition. Furthermore, the second strategy should be paid more attention by A company.