Research On FOTON’s International Marketing Strategies In South America Area

With the growing trend of economic globalization, Chinese economy is increasingly integrated into the global economic environment. With the deepening of reform and opening up, the sales volume of Chinese own brand auto enterprises is growing steadily in our domestic market. Meanwhile, it is necessary for Chinese own brand auto enterprises to explore foreign market to get profit. The large scale Chinese own brand auto enterprises enter global automobile market brings both opportunities and intense competitive pressure.Beiqi Foton Motor Co., Ltd.(Hereafter refered to as FOTON Motor) has a stable international marketing net and their products exported to more than 100 countries and regions. The principal political concerns of international marketers are the stability of governments and their attitudes. As one of the leaders of Chinese own brand auto enterprises, FOTON Motor’s operation experience in the international market were instructive to observe. South America region is highlighted as a strategic region as part of the FOTON Motor’S international marketing.This paper starts with the brief introduction of FOTON Motor, and analyzes the necessity and feasibility of FOTON Motor to develop the international market. On the basis of PEST Analysis and SWOT Analysis, this paper researched the development process and current situation of FOTON Motor in the international market. After that, this paper made a contrast of the market environment in Peru and Paraguay, which are typical auto markets in South America market, from domestic and international perspective. Finally, this paper ends with some optimized measures to FOTON Motor used to develop marketing activities in South America market which may help to improve the market share of sales.