A公司乌兹别克斯坦纺织品市场开拓对策

【Abstract】wWw.shuoshilunwen.com In today’s integration of the global economy,it is significantly important for China, as a big country of light industry production ,to pay attention to international market. Either former Soviet Union Countries or the CIS countries he been lagging far behind in the output of light industrial production. Being economic centre of Central Asia, Uzbekistan, one of the CIS countries, is the first choice for A Company to expand into international market. Chinese light industry products featured by cheap price and high quality, especially textile products, he experienced a massive influx into the CIS countries and become daily necessities for local Uzbek. Under this background, a completed marketing plan for textile products of A Company is designed based on its development practice in the Uzbek market and theories including marketing management, strategic management and human resource management, learnt from the MBA program in the Business School of Jilin University during the past two years. Following this plan, A company can effectively establish a national marketing network and take an important position in Uzbek textile market consequently.As the most populated country in Central Asia, under-developed light industry in Uzbekistan resulting from its unbalanced economic structure together with the situation that Chinese textile producers are eager to expand into overseas markets and find new partners, provides a beneficial business opportunity for Chinese competitive textile goods. Moreover, the current extensive and passive operation mode in Uzbek textile market provides potential chance for A Company’s further expansion. A company needs to further integrate existing resources, establish their own brands, build competitive advantage and establish a scientific marketing network in Uzbekistan. By adopting this sale platform, A company can boost its market share and gradually become stronger.A Company, relying on its strong team and sincere cooperation with foreign partners, adopts diversified marketing mode, aims to take the leading position in the furious competition of light industry market in Uzbekistan and achieve a win-win goal. Based on an analysis regarding features and characteristics of Uzbek textile products, the demand for low-end products is strong due to recent poor economic conditions in Uzbekistan; textile products he strong Muslim features, ethnic and religious clothes are special forms of Uzbek textile. Textile products marketing in Uzbekistan is characterized by great elasticity of demand, demand diversification, active consumption and furious competition.Firstly, a macro-environmental analysis is conducted through analyzing the factors that influence the Uzbek textile market from the perspective of politics and law, population, economy, science and technology, physical geography, socio-cultural environment etc. Secondly, the market position of A Company in the Uzbek textile market is analyzed through conducting both industry competition environment analysis and SWOT analysis, which includes analysis of strength, weakness, opportunity and threat of A Company in the Uzbek textile market. Drawing upon Porter’s five forces model, the competition among rival companies, the most important force, has been primarily examined and this analysis enhances A Company confidence in Uzbek operating environment.The process of marketing strategic analysis and strategy formulation includes three stages. The first is input stage, to input information needed to formulate strategies; the second is matching stage and third is decision stage which provides basis for selecting specific strategies.Market positioning of textile products in Uzbekistan includes product positioning, price positioning, service positioning, brand positioning, style positioning etc. In addition, market segmentation of Uzbek textile products has been performed based on segmentation principles and segmentation evaluation and target market is selected consequently.Marketing strategy is a combination of a series of sub-strategies, the most basic of which is "4P", namely Product, Price, Place and Promotion. The company’s competitive position in target market and operation characteristics can be reflected in its strategy combination. Product strategy aimed at brand development is established in line with Uzbekistan consumer attitudes. The steps in price setting process are presented, including selection of pricing objectives, determination of demands, cost estimation, selection of pricing method and determination of final price. At present, A Company does not he a complete marketing channel. The process to build a market channel involves designing channel system, training of the channel members, motivation and evaluation plus resolving channel conflict. Uzbekistan is a multi-cultural country with Muslim as the majority people. Therefore, apart from concerning the differences in consumption subject, the requirements of different religions and cultures on the textile designs, specifications, and texture must be considered. The vehicles used in promotion shall stress the uniqueness of personality. Finally, the marketing strategy for textile products in Uzbekistan has been formulated, including product strategy to meet personalization demand, pricing strategy to take advantage of price competitiveness for market occupancy, sale channel strategy to select excellent partners and establish value network, promotion strategy to develop brand awareness.In terms of organization system, the organization chart of sales department of A Company in Uzbekistan has be designed, suggestions he been provided in relation to implementation of quantitative management on job evaluation, staff assesent through adopting position analysis approach to realize the standardization of personnel management, human resource planning and career development; A Company is aimed to build an efficient sales team, which is made up of a variety of sales talents and professionals. As a result, a large number of salespersons are to be recruited through internal selection and external recruitment. The staff training program provides employees with necessary knowledge and skills as well as strong supporting to build a professional promotion team for A Company. Regulating the company’s salaries and benefits, building harmonious internal relationships and boosting staff morale will motivate employees to match the requirements of operation management and development. Implementation of marketing strategy relies on funding security. Funding sources of A Company include its own capital and borrowing.Marketing practice combined with theories of marketing management, strategic management and human resource management provides A Company a set of systematic, scientific, forward-looking marketing strategy in study of Uzbek textile market.