Theoretical And Practical Research On Inter-culture Sales And Marketing Strategy In International Market

Since 21 st century, globalization is affecting the whole world deeper than ever.International companies have to adapt to this. However, with the steps of globalization getting closer, people’s identification of ego, nationality and culture is being intensified. To expand fast and successfully globally, a key factor is sales and marketing for those international companies.Knorr group is a Germany based family owned company with a history of over 110 years.It is the known leader of brake system for railway vehicles worldwide. Despite the fact that Knorr’s product is far more advanced than its competitor, Knorr also suffered a lot before they can successfully enter Chinese market. Knorr learned many lessons because they didn’t realize the importance of inter-culture theory. After some fails, the management team adjusted the sales and marketing strategy timely. It was a strategy that closes to Chinese market and customer. Eventually, the product successfully entered Chinese market.The author took the hydraulic brake system from Knorr as a research sample. The paper got some successful theory by analysis Knorr’s inter-culture sales and marketing strategy and summarizing some good experiences, hoping to have some guidance to China industrial companies during their globalization steps.Chapter one describes the background of the topic. In the second chapter, the author reviewed some existing research and theory. In chapter three/four and five, the author described the problem of Knorr’s hydraulic product in the sequence of raise the problemanalysis the problem and solve the problem. Finally, in chapter six, the author summarized his points and drew a conclusion.