Research On International Strategic Of WM Steel Products Trading Company

Affected by the government macro policy,such as global demand tightening and the energy conservation,exports of steel products show a decline trend year by year.The business environment of steel products trading companies become complex and their survival is at stake.With the acceleration of the “Belt and Road” in 2017,countries along the “B&R” area have huge cooperation chance,especially infrastructure construction and production capacity area.Kinds of steel products,as a necessary for infrastructure construction,will be greatly released in market demand,and Chinese trading companies of steel products,will face a new round of opportunities and challenges.This article,takes WM Steel Products' Trading Co.,Ltd.as an example to analyze how to face the new market environment and unfavorable factors,and combine their advantages and disadvantages to choose an international strategic transformation.The paper summarizes the development status of WM company,from the aspects of product structure,export status,and market composition,analyzes the company mainly face two problems: fierce market competition and high product prices.On the basis of theory,make a studies on the strategic transformation of the company's internationalization in response to the company's internal and external environment and emerging new opportunities in the steel products market.First,make a comprehensive analysis of domestic and international market environment and the price constraints of steel products;Second,through SWOT analysis tools,point out the internal and external advantages,opportunities,disadvantages,and threats that affect the company's international transformation and development;finally,on the basis of this analysis,obtain four strategic combinations through the SWOT analysis matrix.In the selection and formulation of WM company internationalization transformation strategy,according to previous analysis,as well as the company's strategic objectives and mission,confirm the company's strategy is determined to create products with competitive advantages and develop potential growth business;according to the company's strategic environment,we should choose a differentiation strategy and lay out the company's business unit strategies;according to the company's various departments,the company's functional strategy is determined to provide a strong support for the company's international strategy transformation.This article develops a strategic transformation implementation plan from adjusting the company's export product structure,development of new market,entity management,and selection of promotion.And then provide guarantees for implementation of strategic transformation in terms of organization,talents,systems,markets,and corporate culture.