The Abc's International Marketing Strategy Adjustment

This article, aiming to combine theory into practice, makes acomprehensive analysis of ABC Company, one of the state-owned foreigntrade enterprises, through the two analytical approaches, the SWOT andthe STP, respectively. Through the analysis, we will be able to see clearlythat in the special period of monopolized operation of foreign trade, acompany's stable operation and optimism did not depend on its ownstrength, advanced management and competitive marketing strategies;instead, it relied on the reliance and support of state policies under theplanned economy system. Along with China's accession to the WorldTrade Organization and the continuous deepening of its market economysystem, the formerly monopoly advantages have almost disappeared.Because the company lacks clear understanding of itself and reasonablepositioning, its disadvantages and weakness are thoroughly exposedwithout the policy support. Thus the company's operation run intodifficulties. Only through reform, adjustments and innovation can the companywalk out of the difficulties. It should fully integrate its internal resourcesand organizational framework through integrated marketing, and reinforceinternal management with integrated marketing as the means. Under thenew situation of changing competitive landscape in the foreign tradeindustry, the company must reconsider and reconfirm the internationalmarketing modes, and utilize the international marketing modes of directexport, indirect export, joint venture, exclusive ownership and strategicalliance in a comprehensive manner. In order to stabilize the marketingchannels and uplift the company's market image, it should vigorouslypromote the new concept of relationship marketing and conduct marketingactivities accordingly. The realization of relationship marketing will bringlong-term cooperation with clients on a mutually beneficial basis, and it'sa win-win situation.Full integration of marketing resources, selective utilization ofadvantageous international marketing modes, plus the implementation ofthe new concept of relationship marketing should become the talisman forABC Company to establish a strong foothold on the market and enhanceits competitiveness. This is really the most suitable and most effectiveinternational marketing strategy. In order to better implement the marketstrategy, the company must also study its competitors. The citation of"Benchmarking" theory provides the most powerful theoretic basis for theeffective implementation of the company's international marketingstrategy. At the same time of competing with others, the company shouldknow well how to learn from its competitors, to learn from other's strongpoints to offset its own weakness, so that it could make a breakthrough,and surpass its competitors and become the best and the strongest in theindustry. And hence, the ultimate purpose of this paper.