Liaoning Machine Shares Casting Products In The International Marketing Strategy

Limac Company Ltd is specialized in handling various kinds of mechanical & electronic products. With 50-year history, it has formed a series of items and fixed business scope. Being one of the traditional exports in this company, the castings have been playing an important role in creating foreign exchange as well as making profit.However, meeting the keen competition from abroad and domestic, Limac Company Ltd finds its market space to become narrow, the castings along with other items face severe situation. How to keep the current market and develop new market means the most pressing task at present.At this starting point, this thesis analyses the international and native environment that the castings are facing now. Using the knowledge of International Marketing and International Trade, this thesis gives out a full set of tactics on the existing issues of the castings. These tactics include Product, Price, Place, Promotion, Public relations and Political power (totally called 6Ps)First of all, the target market. Limac Company Ltd chooses the United States (the U.S.) as the target market after segmentation. Then, the tactics. The product is locked in Grey Iron and Ductile Iron castings due to the increased demand in the U.S. market. The price will follow the competition-oriented principle after studying the cost, demand and competition of the castings. Considering Limac Company Ltd being a foreign trade company and also the castings belonging the industrial products, the place is concentrated on the choice of the merchants - the importers. The promotion relies on personnel promotion and the advertisement. Obviously, the above marketing composition of 4Ps is not enough to enter into the strongly protective market, Limac Company Ltd takes another 2Ps - public relations and political power into consideration to fulfill its task.