And Countermeasures Lanya Chemical Silicone Export Marketing Environment

Nanjing Lanya Chemical Co., Ltd. is established in August2007, nearly4years since establishment. Now LANYACHEM is specialized in importing and exporting organic silicone coupling agent. In the passing four years, the sales volume grows rapidly, the sales mode has developed from single exporting into importing&exporting, domestic sales and OEM. Annual sales volume has grown from USD140,000.00to the current USD3,000,000.00. Products are exporting to Europe, India, Japan, Korea and other countries and areas, quality and customer service are good reputed. Industry of organic silicone starts from early21st century, which can be applied to new material, coatings and many other industry areas.As an export-oriented company, currently it has an overall healthy financial situation and management performance. However, the intense competition from domestic companies, depressing of the overseas market, increasing cost of the raw material, appreciation of the foreign exchange ratio and the adjustment of the export duty back policy will definitely impact the company’s export business in the coming years.Based on above background, through different angles, this thesis focuses on discussing what kinds of export marketing tactics LANYACHEM will use to continue developing organic silicone business. Firstly, this thesis introduces the industry background and reviews the export business history of LANYACHEM. After that, it analyzes the main characters of the company’s current international business operation, and then brings up the main issues the company will face in the future development.Secondly, the thesis uses PEST frame analysis, and Porter’s Five-Powder Mode to identify external macro environment and market competition environment. Using SWOT analysis tool, it reviewed the current performance of LANYACHEM, then points out the company’s advantages and disadvantages in export business, and facing opportunities and threats.After that, on the basis of emphasis of company’s overseas marketing concept as "Focusing Target Market, Be Professional Solution Provider, Ensure Stable and Quickly Development", it further studies company’s overseas marketing strategy. With4P theory, it discussed the suitable export marketing tactics for LANYACHEM in the fields of product tactic, price tactic, place tactic and promotion tactic.The thesis considers using concentration tactic in the aspect of product. Company must follow professionalized development, increase the input on the marketing research for single product, and strengthen the strategy cooperation with manufacturers. In this way, it will ensure the company’s goal to be leader on single product, and be able provide professional solutions on the applications by2015. In the aspect of price tactic, take the advantage of low cost, ensuring the total profit, company can use low price strategy, in order to increase the quotation competition and the order concluding ratio for each inquiry. In the aspect of place tactic, the company will positively develop the end-user market, ensuring establishing strategy cooperation with2-3end-users, whose annual purchasing amount can be more than one million US dollars. Upon the growth of each market, company will execute overseas sales center plan, it can provide the convenient on local custom relationship maintenance and expanding sales channel on the local market. In the aspect of promotion tactic, the company will use customer visit, marketing research, attending exhibitions and other complex custom relationship management to close the relationship with the customer, increase the customer service level and satisfaction, so that the company can better under the customer’s requirement. Upon the actual usage and the problem during the usage, find the solutions together, and increase the cooperation level and area.