Study On Refrigerator’s Export Sales Strategy In Latin Americal Market Of F Company

After Chin’a accessing to WTO and opening to the world,"MADE IN CHINA" products can be seen in every corner of the world.To be the same,the "Chinese Madee" refrigerators are exported to the global market.But the world now is not stable,the international market is very complicate.USA financial crisis is not over the European debt crisis arrived.International trade barriers also stop the increase of the international trade.Market change every second,the Europe market is turning bad,but the Latin American market is now opening to the world, most of the countries of the Latin American market are developing countries,they have a large amount of consumers,So Latin American market is a big "cake" for the Chinese enterprises.The Marketing Economy is improving gradually,Compines are independent economicentity,they should be supported by a team of professional sales and scientific,modern sales strategy,Otherwise,the compay is not able to survive in the serious competitive market.But how to adjust and make an effective marketing strategies,in order to enter the Latin American market quickly and increase the market share is the most important and urgent matter for the Chinese export enterprises.This paper synthetically used research method of literature retrieval, interview method and survey method and method of comparative analysis. With the help of the theory of marketing management, we will analyse F company’s product and sales status and the environment of Latin American.We will research and confirm the Latin American marketing strategy of F company’s refrigerator products. Firstly we will introduce the significance, research method,research contents and the theory of marketing management. Secondly we will introduce the improvement of the refrigerator field and the export sales status of F company’s refrigerator products.After that we will analyse the political and legal environment, economic environment, socio-cultural and technological environment of Latin American market.The Michael Porter’s Five Forces Model and the SWOT analyse will be done to assist F company to choose the market and confirm the Market positioning in Latin American.The most important is analysing and setting down the marketing strategy for F company’s refrigerator products in Latin American market in the way of product,price,place and promotion.Finally we will give some recommendation to F company to ensure the success of the marketing strategy.Research significance of this paper is the analysis of enterprises in the period which is full of risks and opportunities, when the external environment changes but enterprises’ ability no longer match with the environment.Under the guidance of strategic,how they can find the new ways,to catch the chance and fight with challenges,make some appropriate sales innovation to improve strength and economic efficiency. Although this paper is a study of F company’s marketing strategy,but it can also be a valuable reference to similar enterprises.Era changing rapidly,this paper can be a reference to the enterprises who facing similar problems.