A Study On The Marketing Strategy Of GREE Oversea Sales Company Inamerican Region

The further development of world economic integration, of how to deal with overseasmarketing or development strategy, to make a smooth development for the oversea sales,becomes a major point related to the enterprise’s success. As a leading company in our ACindustry, with its specialize technology and rapidly development, GREE have been leadingthe enterprises from “Made in China” to “Create in China”. Due to the repaid developmentof global manufactures and AC business capacity expansion, GREE has to face moreintense international and domestic competition. America is a developed country withsound economic, strong consumption capacity and high marketing potential. Americaattracts lots of AC manufactures to compete in the market. So it is very important forGREE to set up reasonable overseas sales strategy and carry into execution, strengthen itscompetiveness in America market. This thesis use GREE oversea sales development inAmerica market as an example in order to indicate how to select and carry out the strategymanagement.This thesis on marketing strategy of GREE Oversea Sales Company in Americanregion use the basic marketing theories and methods based on the integrated use ofstrategic management and other disciplines’ related theories, and also combining my fouryears’ working experience in GREE Oversea Sales Company. First, the thesis uses PESTmodel to state the external environment of GREE, and then Porter’s Five forces model toreflect the current situation and competition of AC industry in America market. SWOTmodel is used t match the internal advantage and disadvantage of GREE with the externalenvironment. Last but not least, the thesis gives advices on the present strategydevelopment after the study on the external environment and internal resource condition.This thesis shows GREE can realize its grandness to become a century enterprise on itsspecialization and globalization, it also incarnate the desire of the country and the people,working from “Made in China” to “Create in China”.