Export Marketing Strategy To USA For BL Electric Appliance Co.,Ltd.

Since the beginning of 21 st century,although China maintained the largest manufacturer of small household appliances in the world,the majority of small household appliance companies have always been focused on OEM products with very weak brand premium ability or limited brand awareness.Impacted by continuously increased import tariffs of the United States,the imbalance of supply chain demand under the influence of the epidemic,and instability of the exchange rate between US dollar and the RMB and other factors,the manufacturing cost of small household appliances rase up and the profit margin declined sharply.Many Chinese small household appliances enterprises are being trapped by profit dilemma,and they’re facing with a complicated external environment.Ningbo BL Electric Appliance Co.,Ltd.was founded in 1995,is a typical manufacturer for OEM products,it mainly produce motor products such as mixer,food processor,blenders and so on,meanwhile majored in manufacturing electric heating products such as coffeemaker,contact grill,waffle maker etc.Most of BL Electric Appliance Co.,Ltd.products sell to Europe and North America,especially to the United States which accounted for more than 80% of BL Electric Company’s total annual business volume.In the past five years of rapid development,Ningbo BL Electric Appliance Co.,Ltd.is also coming up with the above mentioned complicated external business environment,it’s requisite for BL Electric company to take suitable marketing strategy as company’s long-term development routes.With the help of PEST,SWOT and Porter’s five Forces model analysis tools,this paper deeply analyzes the internal and external environment,advantages and disadvantages of BL Electric Company,provides solutions to problems for BL company through STP and 4P theory,and puts forward the necessary support measures for the marketing strategy implementation,to ensure the proposed strategy be actually implemented.The purpose is to create conditions for BL Electric company to be independent branded company for household appliances instead of weak competitive OEM manufacturer in US market.