Iag Company International Marketing Strategy Research

The global economy is becoming increasingly integrated, and the international market is playing a decisive role to enterprises’survival and development. Especially the China’s accession to the WTO, the export-oriented enterprise locating at China’s coastal city well understands that the international marketing strategy is an important support for enterprises’ development strategies. International marketing certain extend determines the overall profitability and economic level of the enterprise. Under the complicated and volatile international market environment, to seek for more opportunities and development space has increasingly become the target of export-oriented enterprises.IAG was founded in Shenzhen at the beginning of reform and opening period. Through over twenty year’s development, the expansion of international market has achieved better result comparing the other companies in the industry, but there still have some problems during the actual operations. The author would like to study the Company’s status, problems of international marketing strategy based on learned knowledge, to propose improved views and implementation program, eventually promote the Company’s development further.After careful and serious study on the development stage and the status quo of IAG international marketing business, it is believed that:IAG is one of the company which start international market activities earlier in the audio industry of China, to acquire well-known international audio brand and gradually develop into a leading enterprise integrated with R&D, sales and manufactory. IAG starts international market activities very early, and international marketing has become a major business segment of the Company. The Company’s technical&management level is also improved during the M&A activity. However, there still has more difficulties on the marketing mode, culture business maintains and continuous expansion to the multi-brand, the international sales marketing shall be improved profoundly. IAG needs to make the appropriate adjustments based on the changes in the audio market trends impact on the industry and competitor’s status. In the face of fierce competition of international market and the new trend of global economic environment, IAG needs to plan and research the Company’s international marketing activities form the view of the development strategy.