The Research Of WZJSJ Motor Manufacturing Company Limited Develop The ASEAN Market Strategy

This Paper uses WZJSJ Motor Manufacturing Co., Ltd.(WZJSJ) as an example to make a strategic plan for WZJSJ in expanding ASEAN markets. The paper makes a careful analysis of the market in ASEAN countries by using international trade and strategic management theories. Also, the paper analyzes the trend of the motor manufacturing industry and characteristics of WZJSJ. The paper proposes "going out" as its primary strategy in expanding ASEAN markets. Analyzing the applicable objects, target markets and steps of the "going out" strategy has great significance for small-medium enterprises in underdeveloped west region of China, especially Guangxi that is taking advantages of CAFTA cooperation platform to expand its oversea market, carry out the international market and accelerate the development.First of all, this paper proposes the problems need to be solved, introducing the transnational management theory and management theory. Secondly, the paper analyzes the development of motor manufacturing industry and combines the investment environment in ASEAN within China-ASEAN free trade area providing strategy "going out" as a good opportunity for enterprises in Guangxi. WZJSJ Motor Manufacturing Co., Ltd. with the qualifications of transnational business can improve company competitiveness and solve the problems encountered in development through expanding ASEAN market. In addition, introduce the situation of ASEAN market and using international trade theory, strategy management, SWOT analysis and cost-benefit analysis to determine the specific entry and operation mode. Lastly, the paper concludes the recommendations for WZJSJ Motor Manufacturing Co., Ltd. in expanding ASEAN market.