Product Improvement And Market Approach Planning Of Chengdu OS Food Company

Chengdu OS Food Company, a Medium-Small size Enterprise, just newly enters into Packed Food Sector. The company has no experience and successful cases in fast consumables and food field, and lacks of professional judgments in Market, products and consumers' demands. The research of this thesis, focusing on how to satisfy customers' demands precisely under such drastic competitive environment, would extend profound influence for medium-small size enterprises on survival and development. The author, with many years field practice, firstly analyzing the target market, using data acquisition and survey, with scientific theory and methods, demonstrates that the related market, which accords with the situation of Chengdu OS company, is existing objectively; then testing the customers about the products and marketing strategy with focus interviews, concludes that the company needs some improvements, some re-developments on products respectively, and also improvements on the brand popularization. After the achievement on each element of the products, lastly, based on the small structure, deficient human resource, restricted capital strength, comparing with the successfully key factors of industry norm, and the experts' advice, the author makes some schemes on market-oriented brand strategy, products organization strategy, price strategy, access strategy and combined marketing prevalence strategy.