Dalian A Co. LY Brand Rice Market Planning

"Eating comes first" which makes it easy to understand why agriculture is important to a society's stability and development. With the improvement on living conditions, people have no worry to get food; It is then very reasonable for them to think about what is better to eat and how to eat more healthily. Besides that, people also has the concern that how to avoid being cheated and harmed by poisonous rice. All the factors above enhance Rice's Branding, which helps consumers to protect their rights with "chance cost" and purchasing risks reduced. Under this environment and background, Dalian A Co. LY Rice comes into rice market.With a long history in rice industry, Dalian A Co. is leveraging its advantage and trying really hard to hold the chance to dominate the rice industry. I will use Dalian A Co. as an example to explain the whole process of market planning on Agriculture Product, and to analyze why it is successful in creating a famous brand and positively impact the economy and society. It will include: business concept, advantage leverage internally and externally, choice of branding, branding promotion etc.There are six components of this thesis. Part one background; part two competitive environment analysis, including Needs vs. Supply and competitors' advantage/disadvantage; part three marketing positioning, including market segment, target market, market positioning and marketing strategy; part four strategy planning, including product, price, channel and marketing; part five management, including team organization, sales policy and finance policy; part six risk Management and suggestions.