Study On International Marketing Strategy Of S Company’s Fiber Optical Cable Component

China has been already an important global consumer and producer of fibre optical cables,with close to 60%of global production in 2018 alone.S is a small private company specialising in the production and export of fibre optical cable accessories,with annual sales of more than RMB 80 million and export business accounting for 80%of the total.S wants to take advantage of the recent growth in demand in the fibre optical cable industry to grow itself,and is looking to increase its international business as a breakthrough.However,it faces problems such as insufficient product service capability,lack of sufficient flexibility in price setting,simple promotion tools and channel conflicts,and needs to study new international marketing strategies.This dissertation uses the PEST tool to analyse the macro environment in which Company S is located,and finds that foreign governments rarely impose punitive import duties on this product,domestic governments have also developed more preferential policies,the current economic environment is a period of strong demand in the optical fibre cable industry,the overall social influence on Company S’s marketing is also relatively neutral,and the products can meet the technical standards of various regions.Using the five forces model,the industry environment of Company S was analysed around peers and potential competitors,alternative products,and upstream and downstream bargaining power in the supply chain;internal strengths and weaknesses and external opportunities and threats of the company were analysed based on SWOT.Subsequently,the author summarised the current situation and problems of Company S’s international marketing,and based on the target market strategy theory,segmented the optical cable accessories market from three dimensions:product,market area and customer type,and set Company S’s target market at the mid-range market.Based on the 4P theory,this dissertation proposes an international marketing mix strategy for Company S’s optical cable accessories products in four aspects,including product,pricing,promotion and channel.The product strategy emphasises the establishment of a high-quality brand image and the enhancement of product services by means of relationship marketing,while the price strategy emphasises differential pricing for different purchasing groups,etc.The entire new marketing mix also focuses on promotion,proposing participation in offline exhibitions,optimization of existing B2B international internet platforms,rational use of social media,and a combination of online and offline promotion.In terms of criteria for participation in exhibitions,the author innovatively designed the "S Company’s Exhibiting Decision Flow Chart",which integrates and unifies exhibiting decision factors,which can effectively guide enterprises’ exhibiting decisions.Finally,the author proposes the implementation warranty of the new marketing mix strategy in terms of organization and personnel,risk management,IT,in the hope that the execution of the new measures in the dissertation will be strongly promoted.The author has reviewed a large number of textual materials and consulted with relevant professionals in the process of writing this dissertation,hoping that the new marketing mix strategy will increase the sales of Company S’s international business,and that this dissertation will also be useful for other similar export manufacturing enterprises.