Marketing Strategy For Company A To Launch On U.S. Sporting Goods Market

With the rise in labor costs, sporting goods manufacturing industry once havemade outstanding contributions to China’s economic development began the transferof industries and industrial upgrading.After opening the domestic market more andmore Chinese sporting goods company began to embark on the road ofinternationalization.The impression of Chinese products,which are cheap and lowquality,hinders our sporting goods brands onto the high-end international market.Acompany is a renowned manufacturer of sporting goods, and sports shoes is its coreproduct.The paper takes A company as an example, carrying out its marketingstrategy to the U.S. market.First, the paper describes the status of the United States sporting goods market,including the overall market environment, the development tendency of the retailmarket, consumer market trends, and describes the major international brands of thesporting goods market in the United States.Secondly, after a brief overview of thedevelopment status of the Company A, respectively, using the SWOT and Porter’sfive forces model to analyses the market competitiveness of A’s Sporting Goods in theUnited States.You can see, the company has certain conditions to enter the U.S.market, at the same time,facing multiple challenges.Then, in this paper, A company’s sporting goods in the United States market ispositioned on innovation and following the fashion, and put forward relevantinternational marketing strategic direction,including Centralization strategy,leveraging strategy, international marketing organization strategy.Centralizationstrategy can select target markets, gather the key consumer groups and the superiorityproduct strategy.leveraging strategy can through the establishment of joint venturesubsidiary, implement localization; Trying to establish a good strategic cooperativerelations with retailers; With the aid of the United States sports event, completing thebrand marketing; Using the national preferential policy of foreign trade.Internationalmarketing mix strategy includes product strategy, pricing strategy, channel strategyand promotional strategy. Finally, the paper analysis the concrete implementation of the marketingstrategy,to enter United States sports marketing,including overall expansion path, theoverall market programs, specific expansion stage and overall sales plan andmarketing channels, marketing risk analysis.