Study On The International Marketing Strategy Of RD Company

As the study object in this dissertation, RD (Guangzhou) Electric Ltd. is a privatecompany mainly manufacturing indoor and outdoor TV antennas. Since1980, RD Companyhas been in this industry for over30years with good distribution channels and solid technicalpower. Products are well sold to the overseasThis paper is to use marketing theories, analytical tools and comparative researchmethod to conduct in-depth analysis and diagnosis on RD Company’s existing marketingstrategy, find out the problems, and then put forward countermeasures, enhancingcompetitiveness and sustainability. This paper use the tools including Michael Porter’s FiveForces Model, SWOT analysis, BCG Matrix and4P theory to evaluate the current marketingstrategies in depth, find out the existing problems and bring forward suggestions. Based onthese findings, RD company can develop a5-year strategic plan and enhance competitivenessand sustainabilityThis article is divided into five chapters, as follows:The first chapter introduces the background of the project, purpose and meaning,thinking and framework of this paper.Chapter II, the product structure analysis, use the basic theories to analyze the currentstructure of the company’s products, and then determine the combination of product mixbased on current sales.Chapter III, combined with the background of the international market, analyze in detailwhy RD Company selected U.S. and European markets as target markets.Chapter IV, use the tools including Michael Porter’s Five Forces Model, SWOT analysis,BCG Matrix and4P theory to evaluate the current marketing strategies in depth, find out theexisting problems and bring forward suggestionsChapter V, this chapter makes the conclusions, propose effective suggestions to developinternational marketing strategy for the next three to five years.