Research On The International Marketing Strategy Of SRQ Company

From50s’to60’s in the20th century, metal cooking grill emerged, and the way to grill for food spread enormously in North America, then to Europe, Australia, South America, etc., this trend brought the prosperity of the cooking culture and the use of the cooking grill. From70’s to80’s, grill industry in United States developed amazingly; many district brand and international brand came up and became well known around the world. But from90’s, situation was changed, with the opening and reforming of China has been going far off, the grill manufacturing industry in China squeezed in and took over the production of United States, till today, the grill suppliers of China dominate the production of the grills all over the world, as it is known to us that the manufacturers in United States only keep some assembly lines, they become the Brand promoters and Product Designers. However, since2007, the global economic crisis broke out, all the countries were negatively impacted, grill manufacturing industry can’t sit quietly along, have to face much more challenges than ever before, the advantages ever have been held are weakening, plus effect of the trade protectionism, the grill manufacturing industry is confronting a very harsh situation, how to break through by the operation of the marketing, which is a very big problem we shall have to solve immediately.This article focuses on the study of SRQ Company’s international marketing strategy, analyzes the realistic management situation of SRQ Company based on the marketing and strategic theory with the application of the Porter’s Five Forth Model. Then especially find out SRQ Company’s strength, weakness, threats and the opportunities. After these precise analyses, this article constructs the strategy of market segmenting and targeting, and then suggests that SRQ company should keep a multi products series and make a new entry to the related market. Believe the strategy and suggestions could bring SRQ company more market share and good brand image.Through the flexible use of the marketing and strategic theory, the marketing strategy and the suggestions offered in this article fully meet the necessity of the reality, not only for the development of SRQ company itself, also can be referred by the manufacturing industry of China.