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As the U.S. sub-prime crisis broke out, the U.S. subprime mortgage crisis were a global concern, and it has a major impact on economy and trade of the world. According to the latest statistics of China Customs data, from January to June in 2008,the amount of export of China is 6663.63 billion $. Compared with last year, an increase of 21.87 percent, down 5.68% growth rate. Among them, the amount of China’s exports to the U.S. is 116.79 billion U.S. dollars, compared with last year, up 8.88 percent, down 9% growth rate. It shows that the impact of subprime crisis on China’s exports has begun to show. View from the present situation, the sub-prime crisis is still further development, spread, its impact on China’s economic and foreign trade will continue.In the economic globalization today, with the subprime mortgage crisis triggered by the US-European economic slowdown or even recession, China economy can not stay. In particular, the rising foreign trade in China, especially the export trade in goods will bear the brunt of negative effects. By the U.S. subprime mortgage crisis triggered by the global economic crisis is bound to Bao Electric Co., Ltd. Guangdong’s exports have an enormous impact.For Guangdong Xinbao,the current management strategy is mainly reflected by several aspects: the stable development of large area in Europe and America market, while improving sales growth in Asia, Africa, South America, Eastern Europe and the Nordic; develop cooperation with international first-line brands; stability and expand cooperation and development of the District customers in the market. Therefore, the U.S. market is the company’s main export markets of XinBao’s Toaster oven.How to develop an appropriate export marketing strategies to guide the company gradually emerging from the impact of the global economic crisis and promote the further expansion of market of XinBao’s Toaster oven,it is the keys to the further development of company.This paper takes Guangdong XinBao’s Toaster oven as the research object, marketing concepts and theory as the theoretical base.According to the analysis to status of Guangdong XinBao’s Toaster oven,the analysis to the main competitor of Guangdong Xinbao are made. Useing the method of SWOT and PEST, this paper study political and legal environment, economic environment, social and cultural environment and technological environment,and sums up the strengths, weaknesses, opportunities and threats of Guangdong XinBao’s Toaster.At last, corresponding marketing strategies of Guangdong XinBao’s Toaster exporting to U.S. are developed. Conclusion of this article is mainly reflected in the following areas.(1) Analysis to Guangdong XinBao’s Toaster oven.According to statistics data of customs,the main exporters and competitors are identified,and the United States is the world’s largest market for oven products. From mainly export-oriented enterprises in China,it is relative dispersion. By comparison of the datas, The analysis to Guangdong XinBao’s Toaster oven are made from three aspects,including product technology, marketing and product categories.(2) Analysis to competitive environment of Guangdong XinBao’s Toaster oven. From the political and legal environment, economic environment, social and cultural environment and technological environment,the competitive environments are discussed. Then the opportunities and challenges of Guangdong XinBao’s Toaster oven are identified.This provided environmental support for developing export marketing strategies.(3) Analysis to strengths, weaknesses, opportunities and threat of Guangdong XinBao’s toaster oven.According to the previous analysis, the strengths, weaknesses, opportunities and threats of toaster oven exporting to Amercia are revealed. The main advantage is tha company has targeted strategic plan and company-specific key competencies Disadvantage is mainly reflected that company is too big to manage difficultly,that company has not enough attention to customer’s needs and research,technology trends, technological innovation capability, synergies of new product; quality, weakness of market development in overseas.The opportunities are mainly reflected that company has strong capacity on supplying m,strong price advantage,capacity on R&D. Threat is mainly reflected that the competitiors are stronger and have considerable size, and company have not their own terminal sales channels and their own brand strategy.At the same time,company has not know the performance of toaster oven and not functional breakdown, but only concerned about the quality,structure,safety.(4) Marketing Strategy of Guangdong XinBao’s toaster oven exporting to United States. Based on the preceding analysis, countermeasures and suggestions are put forward from five aspects,including principles of export marketing, product strategy, channel strategy, promotion strategy and pricing strategies.
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