Export Marketing Strategy Design Of SINOTRUK In Middle East

As the second largest economy,China has become the world’s factories and the world’s largest manufacturing country.In 2018,China’s manufacturing industry contributed 33.9%of GDP.In terms of absolute scale,manufacturing industry is still the largest industry in China.Although our country is a big manufacturing country,compared with the developed industrial countries,there are still some problems,such as big but not strong,the core technology is not advanced enough,and the major equipment still has shortcomings.The report of the Nineteenth National Congress of the Communist Party of China put forward that we should speed up the construction of a powerful manufacturing country and the development of advanced manufacturing industry.If the equipment manufacturing industry represents the lifeline of the national economy,then the heavy-duty automobile manufacturing enterprises are the bone marrow of the blood,playing a powerful hematologist function to make the comprehensive strength of the country.Facing the domestic stock market,heavy-duty automobile manufacturers can only be eliminated or merged.Only by going to the global market,looking at the world,accumulating experience with the international heavy truck giants in the fierce competition,building core competitiveness,digging deep into the moat of enterprises,turning every opportunity into the driving force for development,and building the overall competitive advantage of global value network,can we build ourselves into an international strong enterprise with evergreen infrastructure.In the Middle East market,SINOTRUK has experienced from the beginning of two eyes to gradually grasp the pulse of the market,and then take advantage of the wind and waves to stand firm in the fierce business war and grab food from the tiger’s mouth.Although some success has been achieved,compared with tens of thousands of orders in African and Southeast Asian markets every year,SINOTRUK has been showing a tepid performance,and even some markets are still in a steady state,without forming a stable customer base and sustained sales volume.Since 2017,the weak growth of the world economy,together with the obvious change of the attitude of the western society towards globalization,anti-globalization remarks such as trade protectionism have risen.As an emerging market,China’s export trade is also facing severe challenges.Based on the theories of international marketing,STP and marketing strategy 7Ps,this paper analyses the present situation and macro environment of SINOTRUK’s marketing in the Middle East,combines its advantages,disadvantages and opportunities and threats,establishes the subdivision position of heavy truck in the Middle East market,analyses the marketing strategy and makes the best choice,and then designs a scientific,reasonable and keeping pace with the times marketing strategy and guarantee.The measures aim to further increase product sales,expand market share,enhance brand influence,enhance overall competitiveness,and realize the sustainable development of SINOTRUK in the Middle East market.At the same time,the author also hopes that this paper can play a certain role in the development of other Heavy-duty truck enterprises in the Middle East.