Exploratory Study Of Marketing Strategy Of Lemon Products In HUATONG CO.

Marketing is not only the management process responsible for planning and implementation a kind of conception, but also responsible for pricing, promoting and transmitting one kind of conception (or one kind of commodity and service) among individuals or in organizations to satisfy them. The ultimate object of marketing is to satisfy both sides in exchange process. In the modern society, none of enterprises can survive without marketing.The agricultural marketing has its particularity, differing from industrial marketing. It ought to combine peasants, villages and the overall social logistic system. Therefore, it is more challenging, compared with industrial marketing. By studying Huatong Co. investing the lemon product named Meiningzhi, the dissertation explores the marketing strategies, tactics and skills in order to frame a guidable marketing plan for agricultural enterprises.The dissertation describes marketing strategies in a specific environment. By illuminating Huntong Co. investment in lemon product, it analyzes the whole agricultural marketing for the above mentioned lemon products, including marketing strategy, planning, segmentation, targeting, control etc. It also studies the juice category by discussing its development trend, policy changing, and the tax policy. In product positioning, it considers the city, the region, product function as well as the intensified orange-juice competition among several manufacturers. In product technical design, it points the targeted consumers by combining Huatong itself current situation and uses STP and 4Ps to analyze marketing strategy in product position, package design, flavor and naming. The dissertation focuses on systematic marketing strategy, more specifically, it makes great efforts on how to solve the bottleneck question about agricultural product cannot launch successfully. The dissertation emphasizes on the marketing strategies and tactics and takes corresponding actions to pave a way to success.