The International Marketing Strategy Research For Zhuzhou Torch Spark Plugs Co.,ltd

Spark plugs is a key engine part which is widely used in automobiles,motorcycles, aircraft, garden tools, yachts and industrial fields. Founded in1961,Zhuzhou Torch Spark Plug Co., Ltd., its main product is " Torch " brand of spark plugs,ignition, ignition coil. Along with the development of Torch, Torch already started theindirect export to direct export strategic transformation to catch the increasingimportant international market. However, due to historical reasons, a greaterproportion of Torch’s export through domestic foreign trade companies andinternational sales network is weak. Meanwhile, several points need to improve whichincludes low proportion of Torch brand exports, low export prices, concentratedmarket, high business risks.Based upon above situation, this paper focuses on Torch Spark Plug how tofulfill international marketing. By integrating theory with practice, consultingreference books and deep researching on different producer, the author presentsspecific solutions and feasible implementation strategies for Torch’s futureinternational marketing. Firstly, through SWOT analysis, demonstrate the possibilityand necessity for Torch’s overseas marketing. Then STP analysis elaborated Torch’sinternational market development objectives and4PS strategies included settingpriority to emerging markets such as South America and the Commonwealth ofIndependent States, accelerating development and production of iridium, platinum andindustrial spark plugs, differential pricing based upon the cost, reducing indirectexports, expanding exports and direct foreign production in a variety of marketingchannels coexist, and actively participating in conferences and exhibitions, visiting thetarget market sectors and so on. Finally, finding ways to guarantee the implementationof above strategies, including qualified international marketing team, MIS, a scientificmanagement system, relationship marketing.This research contributes to clarify Torch Spark Plug’s existing market position,identify future marketing positioning, direction, and general strategies; optimizeresource allocation and in favor of peer’s learning and discussion.