Research On The Marketing Strategy Of S Company’s Women’s Clothing Business In The Middle East Market

In recent years,with the acceleration of the global digital era,the support of domestic and foreign policies,coupled with the impact of the epidemic,the cross-border e-commerce industry has developed rapidly.At the same time,due to the unique advantages of cross-border ecommerce,which breaks through the limitation of time and space,low cost and high efficiency,more and more enterprises are attracted to it.This has not only led to the explosive growth of the cross-border e-commerce market,but also intensified the intensity of competition.Therefore,in the process of the development of cross-border e-commerce platforms,the key factor to increase market share and improve market sales is to meet the diversified needs of the global market and to operate in detail by market.In the past three years,although S Company’s sales in the Middle East region have experienced a high growth,the growth rate is much lower than that of other regions.Based on this background,the women’s clothing business of S Company is taken as the research object,and the Middle East marketing strategy is studied to find opportunities to increase the market share.This paper takes the women’s clothing business of S Company in the Middle East market as the research object,defines the concepts related to the research of S Company,and then studies the marketing strategy of S Company’s women’s clothing business in the Middle East market through questionnaire survey,interview and literature analysis,guided by STP theory,6Ps theory and consumer-related theory.In the process of specific analysis,first of all,through the analysis of the company and the current situation of business overview and business strategy,it can be seen that the women’s clothing business of S company has problems in product category and style,low compatibility with the Middle East market demand,and problems in product quality,price,promotion methods and channels,political rights and public relations maintenance and other aspects.Secondly,the macro-environment of S Company in the Middle East market is analyzed with the help of PEST analysis method,as well as the marketing environment of the current situation of the industry,competitors and internal environment of the enterprise.Through comprehensive analysis,it is found that S Company has advantages of policy support in the Middle East market,as well as opportunities in terms of high Internet penetration rate and economic and demographic dividends.However,it faces complex and volatile political situation,logistics,payment,competition and other threats.The company has advantages in cost,capital scale,brand awareness and satisfaction,but it also has disadvantages in many aspects such as low industry barriers,product homogeneity and product quality.With the help of SWOT analysis tool,the opportunities,threats,strengths and weaknesses of the company are comprehensively analyzed.Then,stp strategy and 6Ps marketing strategy are adopted to study the marketing activities of women’s clothing business in the Middle East market,and it is proposed that the women’s clothing business is positioned in the 17-40 years old generation Z and the millennial female consumer market.The product mix strategy and product structure optimization strategy are proposed respectively.Product price individuation strategy,product channel strategy,Middle East market localization promotion strategy and cater to local policies,strive for government support related political rights strategy,strengthen personnel training,improve public relations ability and enhance public welfare related public relations strategy.Finally,in order to ensure the smooth landing and implementation of the marketing strategy,respectively from the organization,finance,assessment and incentive,information technology,corporate culture several aspects of the implementation of the marketing strategy is proposed.This paper focuses on women’s wear business in the Middle East market of cross-border e-commerce industry,conducts in-depth research and analysis on women’s wear in the Middle East market and puts forward business implementation plans,which is of more reference significance for the marketing strategy implementation of similar cross-border e-commerce industry in the Middle East market.Secondly,taking the Middle East market of S Company as the entry point,this paper establishes a systematic strategy model for the enterprise’s development direction in the Middle East market by analyzing the macro and micro environment and using relevant marketing theories and tools.At the same time,it provides a practical reference scheme for enterprises’ fine operation in other regions and markets,and sets up a systematic strategy model for the development research of other regions,which has a strong reference for the development research of other regions.