Research On The International Marketing Strategy Of FL Company’s Door And Window Products

With the rapid development of global economic integration,international trade is growing rapidly,and China has become an important force to promote the growth of international trade.In the face of fierce competition in the import and export trade of products from all over the world,global economic integration is also hindered by various obstacles.Economic and trade conflicts between China and the United States emerge in endlessly.The constant international economic and trade frictions such as the "brexit" of Britain,the "supply chain" alliance of Japan,Australia and India,as well as the instability of international exchange rate,have doubled the pressure of enterprises engaged in international trade.Hitherto unknown,the world economic was severely disrupted by novel coronavirus pneumonia(COVID-19)epidemic in 2020,and the global supply chain was blocked.The world’s major consumer markets were in a slump.The import and export trade faced unprecedented threats and challenges,especially for small and medium-sized enterprises which export mainly business.FL company is an export-oriented foreign trade enterprise,mainly engaged in the export business of aluminum alloy doors and windows products.The products are mainly exported to Australia.In recent years,FL company has begun to enter the American door and window market.However,there are some problems in the Australian international marketing strategy,including product,price,place and promotion.These problems are not conducive to the company to continue to stabilize and develop the international door and window market.For FL company,it should not only deal with the changes and challenges of the current international political,economic,social and technological external environment,but also deal with the uncertainty of domestic real estate and construction demand,as well as the instability of the price fluctuation of door and window raw materials.In the face of the changing domestic and international economic and trade environment,how to analyze the international marketing environment and self analysis,and tailor the international marketing strategy,is the common topic of every foreign trade enterprise.After studying the relevant research results of domestic and foreign scholars,international trade related theories and international marketing theories,this paper uses the methods of literature research,interview,statistical analysis and the combination of theory and practice to analyze the current situation,existing problems and causes of FL company’s export marketing of door and window products from four aspects of product,price,place and promotion,finds out the crux of restricting the development of FL company;Then,PEST analysis tool is used to analyze the international marketing environment of FL company’s door and window products,including the domestic and foreign political,economic,social and technical environment analysis,enlarges the favorable factors for FL company to develop the international market,meanwhile,SWOT analysis tool is used to analyze the internal strengths and weaknesses as well as external opportunities and threats of FL company,and lists SWOT analysis matrix and four strategies;Then,the STP analysis tool is used to analyze the market segmentation,targeting and positioning of the company’s door and window products,so as to lock the market in the middle and high-end door and window markets such as Australia and European and American countries;Finally,combined with the company’s current 4P situation,problems and causes,the paper designs international marketing strategies for the old Australian market and the new European and American markets,and formulates product strategy,price strategy,place strategy and promotion strategy.At the same time,it makes use of FL company’s current resources and advantages to put forward the implementation guarantee of FL company’s international marketing strategy.Through the research on the international marketing strategy of FL company’s door and window products,this paper hopes to help the company analyze the problems and causes of its door and window products in the international marketing strategy,design and formulate the international marketing strategy suitable for the company’s future development,and put forward some safeguard measures,so as to achieve the goal of stabilizing and developing the old market of Australian doors and windows,and developing new markets of doors and windows in European and American countries;At the same time,it is hoped that the research results of this paper can provide reference for the relevant export enterprises of building doors and windows.