| In the fluctuating international market, Chinese international trading companiesare always facing with enormous business risks, especially for those of smaller scale.If an international trade company cannot adjust itself to the changing market scenario,the company will step to very difficult situation. Established in2009, YOTOURInternational Trading Co., Ltd is one of those international trading companiesengaged in power machinery business. YOTOUR is growing rapidly in the first threeyears after the company’s establishment, however due to the sudden fluctuation ofmarket scenario and the company is not correctly adjusting its business model, theturnover of YOTOUR is slipping down drastically, at the end of2013, YOTOUR hasfallen into a very critical situation.This article is taking YOTOUR as a study case, to make a complete analysis onthe company’s business environment, market fluctuation and marketing model byutilizing relevant marketing management theories, and then raise the problems existin the company. In the mean time, analysis is made to the client and market segmentsof Indian power market wherein YOTOUR is engaged, and provide certain guidanceto the marketing strategy reform of YOTOUR by using tools like SWOT andmarketing mix theories. The article also extends study on the core competitiveness ofthe company. |
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