| Dalian Renda Co., Ltd. is a food-processing-oriented to export-oriented private enterprises, companies have the right to import and export, products exported to Japan and other country. Main Products include two categories: aquatic series, pet food leisure series. There are two brands of leisure pet food: "R&D," and "Jiayu". In dogs food, Renda company was the export processing businesses, mainly to Japan as a "machining." Does not have its own brand. In recent years, China's pet food market has developed rapidly, Renda companies trying to develop the domestic market, create their own brand names. But sales have not fully opened. Brand marketing concept not clear, so that companies in trouble, the company's development is facing enormous challenges.At present, the company needed a detailed analysis of internal and external environment, with its own actual situation, develop the appropriate product brand strategy to guide the company's production and business activities.The article introduce Renda background be simple, made by the companies at this stage of the marketing problems faced. Then analysis Chinese leisure pet food market , analysis the volume and behavior mainly. From the market analysis, the article on the pet food market segments, each segment is relatively Renda company's strengths and weaknesses through which merits comparison to determine the company's two brands Renda The target markets and to identify the "R & D" and "Jiayu" two brands of brand positioning. In the article, part of the solution, combining theoretical knowledge of marketing and Renda company's actual conditions, take 4 PS strategy of Renda company's marketing strategy to improve. Finally, the paper gives some advice for the construction of brand marketing tactics.This paper will enhance Renda company's overall marketing and promote action. This paper not only to the company's marketing efforts Renda meaningful, but also have some use to other pet food company in marketing. |
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