Study Of International Marketing Strategies Optimization Of Suler Import&Export Co.,Ltd

ABSTRACT:The global stationery industry has a huge market capacity, and the market size is growing bigger and bigger. However, owing to the global economic downturn, the international stationery market development is very uneven. Both the domestic and alien stationery manufacturers are having a severe competition with each other. Thus there exists both opportunities and threats in the whole market. China is the center of the world’s stationery manufacture, with a large stationery export each year. DELI, M&G, BEIFA, and other famous enterprises have already gone out and have set up a overseas marketing network. In order to follow the current domestic stationery trends and to match its role of a large domestic stationery manufacturer, SULER needs to make it clear which direction it should choose and what marketing mixes and strategies it should adopt.This paper describes the development situation of the international stationery industry, combing the domestic and foreign relevant international marketing theory. Followed by customer satisfaction surveys, customer complaints analysis and internal staff interviews, SULER’s international marketing problems are identified. To further clarify the advantages, disadvantages, opportunities and threats of SULER, the PEST model, Porter’s five forces model and enterprise resource capacity analysis are utilized. Then, in terms of STP marketing theory, the international stationery market is segmented from both macro and micro aspects with choosing the targeting markets according to SULER’s strengths, weaknesses and the opportunities, threats in the market. Based on the above analysis, the market positioning is conducted. As OEM business and brand business is SULER’s primary points of profits, we propose specific international marketing mixes and strategies for each.Finally we conclude that SULER should keep the advantages of abundant products line, low costs, excellent quality, guaranteed delivery, and no minimum order quantity. Also the technological innovation, and recruit of overseas marketing personnel should be taken into consideration. And for the marketing targeting, the OEM business should focus on Europe, America, and other developed countries, while the brand business should keep its advantages in Southeast Asia, South Asia. But Middle East, Africa, South America are the places to which should be paid more attention.