Research On Marketing Strategy Of A International Freight Company

With China’s reform and opening up, the rapid development of Chinese economy, the international business volume is rising in these years.But the competition of the freight forwarding is becoming serious. Opening the business in the freight forwarder area is more and more difficult than before at the present.if they still not change their market style,who should find the suitable way for their own stage ,.it will be very easy to be instead of other companies.A company is one freight forwarder with the size of medium type,which mainly service is in shipping, air transport,trucking,customs clearing.After more than 10 years developing,Now, A company has more than 200 workers, which head office located in Shenzhen and the branch in Guangzhou and so on.Now A company encountered a bottleneck.The volume of the business is rising very slowly, but the labor cost is rising every year,the market environment is not optimistic, freight charge is transparent, profit is becoming fewer and fewer.First, according to the company’s present situation, through the analysis of external environment of PEST:political environment, economic environment, social environment, technology environment, combined with Potter’s five forces model analysis of the company’s external opportunities and threats, combined with the company’s internal environment, we will analyze the advantages and disadvantages of this company. We elaborate the current problems of this company existing in the development process in the industry, including the form of competitive industry, the lack of competitive advantage in the product portfolio, the management of this company is not standardized, the competition of the industry is fierce, the product combination lack competitive advantage, the management is not standard,etc.`Through the SWOT analysis, we can analyze the company’s advantages, disadvantages, opportunities and threats. By using research approach, we can compare the function of these four kinds of strategy SO, WO, ST, WT to the development of this company. Connecting with the situation of this company, we resolve out suitable way SO strategy for the development of this company. We will use the internal advantages, combined with external opportunities to search out more valuable customers, combined with oversea agent to be the strategic alliance to develop the diversified business strategy, which is suited to this company’s current form status.With the basis development of this company, we apply STP analysis to make market segmentation clear to the target market, market position and point out target customers, who are foreign counterparts, foreign buyers, the local factories, who are with the import and export rights and the trading company. We use the medium price and high-end services oriented to open up the market in market positioning, then we establish a set of 7PS service marketing strategy for A company.At last, this paper put forward some safeguard measurements for the implementation of marketing strategy:establishing human resource guarantee system, improving information and communication mechanism, improving performance appraisal system, improving the management of the company. Using the methods of performance appraisal, In order to improve ability of solving problem in daily work, we will stimulate the employees to work enthusiastically, develop more valuable customers, encourage sales department to develop the more valuable customers, reduce the employees’ complaint, increase employees’ loyalty, and make sure the business of this company be stable growth.