The International Marketing Strategy Research Of FS Corporation For Radial OTR Tyre

Radial OTR tyre is a kind of cutting-edge technology product, which will replace bias OTR tyres in future, the technology of producing radial OTR tyres are controlled by the big world tyre manufacturers before 2002, no one Chinese factory could produce this product. With the development of tyre technology in China, from 2002, some Chinese tyre manufacturers started to enter into the business of manufacturing radial OTR tyres, and these factories had quick improvement recent years.In2007, FS corporation started to build a radial OTR tyre production line which has an annual capacity of 150,000pcs, this production line started production in September 2009. Accompanying the full production of the line, FS corporation will face some pressure, on one hand, the corporation face great sales pressure, on the other hand, the corporation want to extend the bias OTR tyre's life period in China domestic market, and try to push the sales of radial OTR tyres in China domestic market as late as possible, so they could only focus on international market. FS company export few bias OTR tyres in the past, they have few dealers, and the marketing channel is weak, how to improve their export market marketing strategy and increase the sales quantity in international market is the urgent problem to be solved, which is also the emphasis of the corporation's work. with a working experience of tyre export business, the writer analysis the marketing strategy of FS corporation in export market, and find out the problems, and propose his adjustment suggestion, and hope this suggestion is helpful for solving the problem of FS corporation.In this thesis, First the writer analysis the out environment of the FS corporation:the development of world mining industry, the development of world OTR equipment industry, the development of world radial OTR tyre industry, and then I analysis the the status of FS corporation, the out environment of radial OTR tyre industry, the competition status FS corporation need to face, and analysis the strength,weakness,opportunity and threats of FS corporation through SWOT method, and analysis the current marketing strategy of FS corporation conducted in the export market, find out the problems existed, mainly are:the company didn't make thorough and scientific market segment and market targeting; insufficient input on marketing and technical team; insufficient marketing concept; weak marketing channel; insufficient marketing input. Because FS corporation didn't make a thorough research on marketing Segmentation\targeting\positioning, so the writer analysis on this aspect also, and propose the detailed adjustment suggestions:establishing OTR tyre Division; strengthen the input on the resources in this division; strengthen the marketing and technical team; and also some suggestions from 4P aspects.This suggestion should solve the problems FS face at this stage to some extent.