Marketing Strategies And Tactics Research Of Unipersident Instant Noodles Coming Back To No.2 Market Situation In China

With the fast development of China's economy, the Instant Noodles industry achieved fast growth. But the Uni-president Instant Noodles has lost market share, which made her market situation fall back from No.2 to No.3. As the competition is even more fierce today, analyzing where are the problems and finding ways to catch up is a must, what's more, the Uni-president was just surpassed by the competitors. So, the target is to try to come back to No.2 situation as soon as possible.To achieve this target, we must formulate reasonable strategies and use tactics based on the strategies, from considering of marketing aspects. As we know, a clear understanding of company' s internal and external environment is essential for getting the strategies. So, we use the Diamond Model and the Five Force Model to analyze the external environment, in which, the Diamond Model is quoted to analyze the opportunities and threats of the whole Instant Noodle industry , and the Five Force Model is used to look into the internal competition of the industry. Combining the conclusions above, we get the company's Opportunities and Threats. To analyze the company's internal resources, we use the Balanced Scorecard Model, and getting the company's Strengths and Weaknesses. Based on the results above, we work out the strategies through the SWOT analysis. In the rear part of this thesis, We find out the marketing problems of the Uni-president by using the systematical 4PS analysis ( product, place, price, promotion ). Because all the marketing strategies are executed by the sales team, which indicates that the sales staff management is another important issue . So, the sales team management is the last issue of the tactics analysis. Most important, in the analysis part , we not only list the problems, but also provide the suggested solutions.