LSNOI International Market Opening Strategy Study

Since the year of 2000,the Joint Venture Company was built between LS Group and National Oilwell Varco,the American company.After more than ten years5 experience,the new technology and new organization operating concept,LS-National Oilwell has great manufacturing and quality control system.But meanwhile,LS-National Oilwell sacrificed the R&D and Marketing Capabilities,because all of the functional departments have to support the manufacturing department.And more than 90%of the products are sold to only one company,National Oilwell Varco,a lot of great technical employee and Sales person left the company.And in 2013,LS Group decided to buy back the joint venture company's stock from National Oilwell Varco,buy back the country asset.LS-National Oilwell has to meet a very tough situation,the domestic market is controlled by CNPC,SINOPEC and CNOOC,this three giant state owned Oil Company,which LS-National Oilwell cannot survive.About the international market,which the market eager to get is the offshore and unconventional energy equipment,LS-National Oilwell does not have any technology and R&D,and a lot of Chinese domestic drilling equipment manufacture using the lowest price to get the purchase order,which make LS-National Oilwell has to find a way to develop.How to make the company survive and develop is the major problem,the top level managers of LS-National Oilwell have to solve.Hope through the article's study on the competitors and marketing theoretic to help LS-National Oilwell find a way to open the international market.