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Q waterworks Marketing Strategy

Author: XieHong
Tutor: WangYuLian
School: Heilongjiang University
Course: Business Administration
Keywords: Q Waterworks Packaging Drinking Water Marketing Strategy Target Market Marketing Mix
CLC: F426.82
Type: Master's thesis
Year: 2011
Downloads: 54
Quote: 0
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Abstract


With the rapid development of economy, the improvement of the life level, the water pollution is also increasingly serious. It is a question of universal concern to improve drinking water conditions. As a new and developing industry, packaging drinking water industry is developing rapidly in such big background conditions. Packing drinking water industry is not only facing opportunities but also facing fierce competition at the same time. The industry needs to face not only price competition, but also the water supply; they not only have competition among the domestic famous enterprises, but also have a competition of shares among the local brands. This paper mainly focuses on solving the question about the Q Waterworks which is mainly producing packaging drinking water in Daqing city should know how to solve the problem of marketing enterprise itself in such situations; deal with the challenges and opportunities with the development of the industry and make the marketing strategy which is good for the enterprise itself to win in the market.First, this paper stated the theory basis, second, the paper presented the basic situation of waterworks, and third, the paper raised the existing problems of the Q waterworks in the marketing. Through the analysis of the macro environment of the Q waterworks, industry environment in microcosmic environment and the SWOT analysis, this paper revealed the opportunities and threats that Q waterworks must face in the market, and then conducted SWOT analysis to the Q waterworks according to combining the internal advantage and disadvantage of the enterprise.On the basis of analysis of the above, according to the enterprise marketing objectives, through the target market marketing strategy planning, this paper first subdivided the market, second selected the Q waterworks target market, last positioned the market. Then the paper made specific marketing mix strategy including product, price, place, promotion according to the development of target market; finally, the paper put forward the security measures about the marketing strategy will be carried out in the waterworks.

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