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Research on Marketing Strategy for Peanut Oil Companies in Shangdong Province

Author: WeiCunMing
Tutor: LiHongChang
School: Beijing Jiaotong University
Course: Business Administration
Keywords: packaged cooking oil competitive strategy differentiated marketing Brand Core Value
CLC: F426.82
Type: Master's thesis
Year: 2010
Downloads: 284
Quote: 1
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Abstract


In our county, with the improvement of the urban and rural people’s living standards, small packing of vegetable oil were needed more and more.In 2007, small packing covered more than 20% among the consumption of vegetable oil, and grow at an annual rate of 15%. Now, arachis oil is the third largest type of vegetable oil and it’s consumption next to soybean oil and rap oil.Currently, the chief consumer area of arachis oil concentrate on northly provinces like Shandong, Henan, Hebei and Beijng, southly provinces like Guangxi Guangdong and Fujian. The major consumer is Shandong province, it’s production sales volume shares over 20 percent on the market.Shandong Longda Company Limited was founded in 1998. Now the company is the head in the line of Arachis Oil market. They put attention to Brand Building and terminal market operation in 2002. They have 30 offices which is mainly located in north China, south China, central China and north-west regions. This company’s market share have been going up and developing very well.This thesis is about market opportunity and ways to market for the SMEs which produces and sales arachis oil at this time when there has been an increasingly fierce competition in both domestic and foreign markets, but these companies have not well brand, though study product positioning, channel alternatives, pricing structure, sales promotion, differentiated marketing strategy ect. to find support in theory and some examples in reality.

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