A Study On The Marketing And Competitive Strategies Of GS Feed Company Ltd.

GS feed company Ltd. is one of the large feed group companies in Sichuan province, its sales volume has increased by 30% in the past three years due to the good use of mordern marketing theories into marketing practice. Based on the practice of GS feed company Ltd. and expert discussion method, this thesis researches into the critical successful factors of feed industry, analyses the five competitive forces in the feed industry, compares the competitive terms of GS feed company Ltd. and its existing major competitors, and discovers the competitors' unadaptable strategies, i.e. over segmentation of market, excessive capacity of a single feed mill, and diverse competition, which result from the change in the prerequisites for their competitive strategies.According to the basic competitive strategy theory and the characterics of feed industry, basic marketing and competitive strategies of GS feed company Ltd. , i.e. cost priority strategy and regional objective concentration strategy, have been worked out. In the meanwhile, a managing model adaptive to feed industry, which makes a feature of management concentration and dispersion of manufacture in order to overcome the trade disperse factors and gain scale profits. It is suggested that the trade challenger strategy should be practiced. The post-integration strategy has also been put forward first in the feed industry to grasp the more and more rare protein sources. Finally, brand strategy, product strategy, path strategy, and sales strategy have been revised in the light of the basic marketing competitive strategies andcomparative advantages and disadvantages of GS feed company Ltd. to formulate regional market development strategy.