Study On Market Development Strategy Of S Company’s Defrost Controller In India

With the deepening of the level of economic globalization,the frequency of Chinese small and medium-sized enterprise in international trade has gradually increased,the scale of exports has continued to expand,it has become a big part of GDP and developed into an important force to ease employment pressure and create social wealth.The research object of this thesis,S company is a small and medium-sized manufacturing enterprise that develops,produces and sells defrost controllers.Although it has entered the international market for many years and has worked with a certain number of stable customers,it still has great pressure for survival and development.In the face of increasingly fierce competition in the international market,S company encountered development difficulties,showing problems such as declining performance in key overseas markets,need to adjust product structure,and lack of long-term market planning.Moreover,under the unfavorable conditions that the domestic market is gradually saturated and the foreign economic environment is changing,S company urgently needs to develop more new products and increase investment on R&D,develop international emerging markets,and get out of the predicament of survival and development as soon as possible.As one of the BRICS countries,India’s economic development has attracted worldwide attention in recent years.With the advantages of large population,low labor cost,and large market demand,it has increasingly become a target market that countries pay attention to.The rapid growth of the Indian economy has driven the development of the refrigerator and air conditioner as the main refrigeration market.At present,the Indian government encourages manufacturing in India and implements measures to increase import tariffs on refrigerators,air conditioners and other home appliances.Therefore,many refrigeration appliance companies have begun to consider building factories in India.The climate of high temperature and humidity in most parts of India,coupled with the growing population size,have increased the market demand for refrigeration appliances,and correspondingly driven the demand for accessories such as defrost controllers.Therefore,India is a country with long-term growth potential emerging market,S company urgently needs to develop the Indian refrigeration market as soon as possible.This thesis takes the Indian market development of S company’s defrosting controller products as the research object,based on the international market development theory and STP theory,using the PEST analysis method and SWOT analysis method to analyze the macro and micro environment of the Indian refrigeration market in detail and the advantages of developing the Indian market.Strengths,weaknesses,opportunities and threats,according to S company’s own situation and target market situation,integrate the company’s internal resource advantages and make full use of external resources and opportunities.With STP theory and 4P marketing strategy to build Indian market development strategy,including differentiated product strategy,differentiated price strategy,direct export and agency distribution channel strategy,online offline integrated marketing promotion strategy,and supporting measures such as manpower guarantee,capital guarantee,institutional guarantee,logistics service guarantee,and risk prevention measures.The implementation of the development strategy will help the S company to open up the Indian refrigeration market as soon as possible and enhance the core competitiveness of the enterprise.It is hoped that this study could provide theoretical reference for other companies which want to develop Indian market.