Research On The International Market Competitive Strategy Of X Outdoor Furniture CO., LTD.

X Outdoor Furniture Co., Ltd. is a furniture company which is blend of R&D, design, manufacture, sales and service, Its main products include cast iron, cast aluminum, steel, aluminum, rattan, stone, mosaic, and wood furniture. There are a total of five hundred kinds with seven categories furniture. In2008, the global financial crisis triggered by the U.S, subprime mortgage crisis led to the intermational market downturn. The Chinese furniture market purchases plummeted, which made a deadly effect to China’s furniture exports manufacturing enterprises. The main problems of X outdoor company are including rapidly reducing of export sales since2008, continuous increasing cost, lower and lower profit, and increasing dropout rate of overseas markets’customers, severe competition in domestic and oversea markets. Some customers coming from Japan, the United States, Germany even not continue to cooperate with X company. In these severe situations, X company enters into the period of "bottleneck". How to adapt to the international market competition, how to get out of the crisis and make an invincible position in the international market, which is a tough challenge facing on X company.Based on the X Company’s problems of their own development, this paper makes an empirical research on the business strategy of international market competition, in order to overcome the crisis to X Outdoor Furniture Co., Ltd., at the same time to establish the theoretical basis for getting the competitive advantage. Aimed at the problems of the enterprise, this paper analysis their own condition and their environment so as to take out the international market competitive strategies which is based on building the core competitive ability:the establishment of competitive ability, disruptive technology innovation strategy, low cost strategy, specialization strategy, green furniture strategy and marketing innovation strategy. At the same time, according to each different strategy and relative risk, the paper also takes out some solutions to defense these risks. In addition to strategic risks, there are also other risks, such as:internal resistance to change, trade barriers and exchange rate risks. Uncertainty factors in the market increase the risks of uncertainty. The paper also proposed a corresponding strategy. Hoping the paper can has some theoretical and practical significance to the X company and similar enterprises.