Guangrao County Tire Factory Overseas Markets Development Research

The status of the global tire industry is in a high degree of market concentration, and tire giants occupy the absolute advantage; the tire industry is gradually transferred to the Asia-Pacific region; the domestic tire industry developed rapidly in recent years, but it has also suffered big lost in the global financial crisis. The tyre industry is one of the industry which rely on overseas market very well.In year 2008,the export share of the tyres is about 63.8% of the total outputs and from JAN to MAY 2009,the export share of the tyres is about 42.8% of the total output.at the same time,the export qty has decreased about 32% and the status was still continue.Guangrao County Tire Factory belongs to theⅢlever in the tire industry,it also meet so much difficulties for export during these years.This article effectively targets the different problems when Guangrao County Tire Factory develops the international marketing, researches its business expansion of overseas market, and analyzes its international marketing strategy in-depth, in order that it can enhance the core competition and stand steadily in the fierce market competition.Detailedly speaking, it researches the following factors:the international and domestic tire industry status and development prospects; Guangrao County tire plant situation analysis; Guangrao County tire plants overseas market strategy analysis; the protection of overseas marketing strategies implements. Among them Guangrao County tire plant specific situation analysis is the focus of this artical. In this section, we first introduce the basic condition of Guangrao County tire plant, analyze its current sales situation, and find its existent different problems, as well as the advantages and disadvantages and assess their growth opportunities and the corresponding marketing strategies that should be taken.To protect the overseas market expansion strategies for the successful implementation, Guangrao County tire factory should change the international marketing concept, improve the monitoring mechanism, establish a comprehensive performance evaluation and incentive systems, do a good job of human resources and adjust the organizational structure, update the existing enterprise financial management concepts.This paper specifically researches the overseas markets expansion of the Guangrao County tire plant, combined with the macroeconomic environment, using the theory and case analysis, offers some new ideas and methods for its overseas markets developing, so as to offer some reference for other similar domestic tire enterprises to expand the overseas market.