A Study On Sugar Marketing Strategy Of Guangxi Dongmen Nanhua Sugar Co. Ltd.

Sugar industry is of vital importance to the nation's economy and people's livelihood. Sugar enterprises' product sales and marketing directly affects the interest of cane farmers, enterprises and local governments. The domestic sugar market is currently transforming from fully competitive market pattern to the form of monopoly competitive market. Sugar products of various enterprises are so similar that price competition is still the most important means of competition. At the same time, most sugar enterprises still have the old "production concept" on sugar sales and marketing, conducting sales completely base on the production. Systematic study on sugar sales and marketing is rarely done. However, since China joined in WTO, the fluctuation of domestic sugar market has been aggravated due to the increasing impact from global economic situation, international sugar market and speculative funds. The market structure has also changed and the entire market environment has become more complex and diversified. The current sugar enterprises are facing greater challenge on sugar sales and marketing.This thesis studies sugar sales and marketing of Guangxi Dongmen Nanhua Sugar Co. Ltd., which is with the largest sugar material crushing capacity in China. From the micro perspective and with modern marketing theory and strategy management tool such as Porter's competitive model and SWOT analysis form, the author has investigated in the internal and external competitive environment plus the enterprise's own advantages and disadvantages, concluding the specific sugar sales and marketing strategy suitable for the enterprise itself and in accordance with the modern marketing theory. The thesis also states the detailed scheme and practical implementation method for the strategy. Purpose of the thesis is to explore scientific measures of sugar sales and marketing by applying marketing theory to the actual enterprise practice, provide theoretical guidance and creative development idea for the enterprise's product sales and marketing, as well as enhance the enterprise' competitiveness in the market for better economic and social benefits. The thesis also can be reference for numerous sugar manufacturing enterprises of Guangxi and China.