A Study On Marketing Strategy In Central And Southern American Of AB Company

AB company is a houseware company which has thirty years exporting experience, we have our own factory, design team and overseas partner, right now our main market is North America and Europe. Along with the 2008 financial crisis and The Europe debt crisis, North America recover slowly and Europe market continues to slump, AB company develops slow. Central and southern America, although it comes to slow after the rapid development of the economy, but it still has great potential for the low starting of Economy. Central and southern America market is quite different with the North American and European markets from the cultural and economic development, we need to develop a set of marketing strategy which conform to the situation in the Central and southern America.On the basis of comprehensive data collection, analysis, and market survey, we carries following tasks: Firstly, analyze the internal and external environment which AB company is facing, the current company structure and factory production capacity, product status, market distribution, price issue, sales channel, industrial present situation and competitor status, objectively evaluation of our strengths, weaknesses and competitiveness by using SWOT, clearly understand the opportunity and competition situation we are now facing;Secondly, based on the comprehensive analysis, the author defines AB company's product strategy, price strategy, distribution strategy, promotion strategy. In view of the market, author especially define our target market and set product segmentation strategy, marketing segmentation strategy;Thirdly, Propose the brand strategy based on analysis of current brand situation; Last, point out some supporting measures to ensure the smooth implementation of the AB company development strategy. Above Marketing strategy is aim to the Latin American market, combined with the present situation of AB company, after objective evaluation, it can provide certain theoretical basis for the AB new market development and the long-term development of the company.