Study On The ASEAN Market Strategy Of CHENGDA Company

Since the dialogues between China and the Association of Southeast Asian Nations (hereinafter referred to as ASEAN) was established in1990s, the bilateral political trust had been strengthened gradually, the bilateral trade volume had increased rapidly, and the bilateral economic integration has deepened continuously. At present, ASEAN is the third biggest trade partner of China in the global. The trade between China and ASEAN already reached S362.85billion in2011, and the figure will reach$500billion in2015. Under the good circumstances of economy and policies, CHENGDA, as an international engineering company, should catch hold of such strategic opportunity and establish special and effective marketing strategy to develop the ASEAN market. Based on the knowledge studied in EMBA, coupled with the daily work practices of the writer, this paper will discuss and analyze the marketing strategy of CHENGDA in ASEAN market. Some advices for CHENGDA to develop the ASEAN market will be given in the final section.This paper includes four partsThe first part is introduction. In this part, the topic of studying the marketing strategy of CHENGDA in ASEAN will be specified, the importance of studying this topic will be set forth, and the object studied in this paper will be briefed.The second part is the analyses of the marketing strategy of CHENGDA in ASEAN. In this part, theories and tools of EMBA such as PEST, SWOT will be applied to analyze the marketing strategy in different points of view and different levels. Through the analyses by PEST and SWOT, the external factors and internal factors, including strengths and weaknesses, faced by CHENGDA will become clearer. The conclusion is that CHENGDA should rely on its advantages and size the historical opportunities to remarkably expand and develop the ASEAN engineering market.The third part is to propose marketing strategy of CHENGDA in ASEAN. In this part, the marketing strategy of CHENGDA in ASEAN is mainly based on the STP theory of Philip Kotler (Marketing Segmentation, Targeting and Positioning) in combination with actual condition of CHENGDA.The fourth part is the planning and implementation of the marketing strategy of CHENGDA in ASEAN. Combined with case studies, the specific implementations and advices to develop the ASEAN market will be introduced in the tactical level based on the marketing theory of4P by MacCarthy.The fifth part is the conclusion and advice of the marketing strategy of CHENGDA in ASEAN. Based on the analysis and study in this article, under the guidance of the strategy of Overall Cost Leadership CHENGDA shall strengthen&develop EPC market of thermal power plant in ASEAN to achieve the strategy target of being global top engineering company. And during the marketing development, the enterprise shall identify and evade the risk.The writer hopes that this paper could offer some referential ideas or advices for the oversea development of CHENGDA, and it is hoped that CHENGDA can size this opportunity to speed up the development, broaden its business scope and marketing share in ASEAN market. Meanwhile, the writer also hopes this paper will be helpful for the overseas business of other Chinese engineering companies.Finally, due to the author’s limited knowledge, if there is any mistake or error in the paper your correction will be highly appreciated.