Case Study Of CX Food Company's Marketing Strategy

Since China's reform and open policy was implemented for 31 years, the rapid development of China's economy and increasing residential life quality has boosted its development expansion scale of the Chinese meat industry.China has become the main meat production and consumption country in the world. Meanwhile the low temperature meat products will lead the trend of Chinese meat future development by its better taste and higher nutrition value.CX Food Company is a western-style low temperature meat product manufacturing site with pork as main raw material.the company started early in the western-style low temperature meat products basing on the market in the northeast of China. With its advanced technology and quality products, taking the opportunity of mass development of Chinese meat industry, CX Company has became one of the famous meat manufacturing companies in such a short time of ten years with more than one hundred million RMB sales revenue and tens of thousand tons of production capacity. But in the following several years, with the market environment changed, tougher competition and interior environment changed, the sales has not been increased continuously as expected. Especially in 2009, sales turnover and quantity have dropped down both. What's the main reason for the poor results? In order to find solution, we need to re-analyze the current industry status and market competition to find out the sales decrease root cause and design relevant sales and marketing strategy by clarifying the strength, weakness,opportunities and threats,with an aim to increase sales revenue and get out of the current difficulties.Through the description of new products development and the present marketing problems of CX Food Company in this case, it based on the modern marketing theory, utilized the strategic analysis and the critical success factors analysis as well as the pricing strategy analysis etc, in combination with personal experience and the industrial characteristic, put forward external and internal environmental analysis and finally formulated the Product Pricing, Channels,Communication Promotion and Public Relationship marketing strategy. I hoped this could provide some viewpoints and suggestions for similar companies like CX Food Company to getting through difficulties.