Establishment And Implementation Of Marketing Strategy Combination Of A Feed Company

As China joined World Trade Organization or WTO, feed industry in China, which in its middle-aged time, is confront many new puzzles, such as rather weak market need with huge production capacity from over ten thousand of producers, generally shortage of full production, and most of them with low-professional-skill level employees, poor management, unexpected creativity, past-time services and immature enterprise culture.Probable prospect of feed industry would act under formal regulations and overseas feed giants coming, which will compete with local small and medium scale producers on the advantages including capital, technology, services, brands and management, as a result of lot of those disappearance for poorly managing and Green barrier. Both the bigger and smaller have to seek for survival and developing chances under macro-strategy. Of course, marketing is the most important one. This dissertation demonstrated the efforts for establishment and implementation of marketing strategy in Company A or CA under this background.Based on whole description and systemic analysis of marketing environment which domestic feed industry facing, CA's marketing symptoms had been found after deeply studied its advantages, disadvantages, chances and threats by SWOT. Then, a package of compound marketing strategies had been developed such as strategy of development of new product and creativity, managing life cycle, cost-advanced, unity & combination, relative-multiplication and establishment of strategic collaboration friendship. And for implementation, definite strategies had come into involution by 4P & 4C after deeply studying and probing theory and practice profiles. It had been done a lot to apply product, pricing, pass way, promoting-marketing, 4C theory, services-marketing strategy, managing sales team & distributor, and so on. And the following feasible implementations evidenced CA's strategy choices.The author did a lot on investigating and studying market, broadly communications with each department in CA, consultations from CA's leaders in composition and completed this dissertation. It would play a role to guidemanagement of current feed enterprises on whole theory & methodology, though not all strategies openly since confidential content involved.