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Bright Dairy \u0026 Food Co., Ltd. of liquid milk marketing strategy

Author: FengXiao
Tutor: LiYuanXu
School: Fudan University
Course: Business Administration
Keywords: Dairy enterprises Marketing Strategy Marketing mix Market segmentation
CLC: F426.82
Type: Master's thesis
Year: 2009
Downloads: 350
Quote: 0
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Abstract


The high speed of development of the Chinese dairy industry for ten years not only writing a myth of the industry has also become a model of a wide range of industries. China's dairy market reached unprecedented fierce competition, and dairy products into the Chinese market is the most active one of the fast moving consumer goods. By the double impact of the Sanlu milk powder incident in 2008 and the international financial crisis, China's dairy industry to develop into a temporary difficulty and crisis, this industry crisis for milk prices is not only a heavy disaster, but also a rise of opportunities and health the beginning of the development. The dairy industry is how to seize the current opportunity out of a crisis of confidence and rebuild consumer confidence; how to build a marketing network, select target market enterprises must focus on urgent problems. Accordingly, the marketing strategy of dairy enterprises will have a very important practical significance to China's dairy industry in order to make a difference in the next 3-5 years, it is necessary to change the current marketing concept must be considered from the height of the competitive strategy future development. It is in this context, the paper select Bright Dairy \u0026 Food Co., Ltd. of liquid milk marketing strategy as an object of study, the use of PESTEL analysis model from the six aspects of the political factors, economic factors, social factors, technical factors, environmental factors, legal factors start with analysis of the strategic environment of the dairy industry, and subsequently through the value chain, life cycle, Porter's five forces model of industry environment analysis, focusing on the competitors within the industry, the industry needs. Tangible resources and capabilities, intangible resources and capabilities, VRIO framework, from the perspective of resource strategic view of the enterprise has the resources, capabilities and core competencies in-depth study. Papers will be a combination of strategic management theory, marketing theory with the actual situation, enterprises are faced with the external environment, internal environment, the strengths and weaknesses of internal and external opportunities and threats SWOT tool for detailed analysis, target market positioning determine the marketing strategy. In order to ensure the successful implementation of the marketing strategy, the article further investigate the product, price, channel, promotion and other marketing tools to adapt marketing strategies and the implementation of the security system, and propose to the Bright Dairy only adhere to the competitive differentiation strategy, to take advantage of the first-class technology and R \u0026 D strengths, new product development, creating differentiation, increase value-added products, and at the same time, to build a comprehensive sales management system, the formation of a strong sales team, expand sales channels, develop quality dealer resources quickly and effectively explore the market Dairy in China increasingly toward the mature development of competition, innovation, unswervingly take the healthy road of sustainable development. Only on Bright Dairy \u0026 Food Co., Ltd., the domestic marketing strategy, not related to the global dairy market, this will be the direction of future research.

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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