Research On The International Marketing Strategy Of Shandong F Rubber Tire Company

Chinese tire industry which is an important manufacturing industry and account for a big portion of export in China is facing many problems now amid the increasing trade barriers and weakening manufacturing sector.Many small and medium sized factories stopped production and facing shut down.In this thesis,the rubber company F which is a private converted state owned tire manufacturer in Shandong is selected to be a typical example to be analyzedThis article starts from historical development of Chinese tire industry to fully analysis the business environment,the challenges the advantages and disadvantages F company is facing based on SWOT analysis method.Marketing strategy will be made according to the understanding of the tire industry status quo and development.We are trying to analyze this specific company in terms of product,price,channel and promotion to have a better understanding of the overall industry environment and the current situation of tire companies by applying 4P marketing theory.These tire companies which have been for long time being subsidized by government financing are facing strong competition,the pressure of strict environment supervision and the need of facility upgrading due to their lack of R&D input,poor marketing strategy,low pricing and advertisements.So based on the advantage and disadvantage,risk and opportunity,advice to this company is to overcome the trade barriers by acquisition,setting up overseas plants and taking advantage of “one belt one road “policy.Hope the analysis of this particular company can be useful and helpful to the development of other tire companies.