Investigation Into Environment And Marketing Strategies In Feed Industry

The author of the thesis attempts to investigate into the present environment of feed industry from both macrocosmic and microcosmic aspects. The macrocosmic aspects are analyzed with emphasis on the influence on feed industry by such factors as population, economic growth, natural environment, technological innovation, politics and law, society and culture, economic globalization. The microcosmic aspects are discussed concerning the possible threats of the new rivals on the industry, rights for the supplier and buyer, and the competition among the manufactures.Based on the environment and features of feed industry, the relationship between the demands and supply in the feed market is anatomized from different perspectives. Shatianshunfa company is a good case in point. Several elements should be taken into consideration in policy-making such as macrocosmic and microcosmic environment, rules governing feed market, and characteristics demonstrated on the process of growth of our company. Some policies are suggested as follows: to enlarge the full market scale, to innovate, to bring out famous brands, to promote an industrial economy, and to make moderate expansion. And the subsequent marketing tactics are put forward relevant to products, cost, price, service, place, etc. Luckily, the idea, strategies and tactics presented in the thesis have drawn the attention of the top management in our company, and they are planning to adopt these suggestions in policy-making.