| Edible oil is the daily necessity for people. With the development of people's living standard, people's habit has changed from using edible oil in bulk to edible oil of small package healthily. As a commodity, edible oil of small package has become a leading role of market in some developed cities. Fujian Province, China's well-known hometown of overseas Chinese, is located in the communications center of the East China Sea and the South China Sea , which is also one of the nearest provinces from Southeast Asia, West Asia, East Africa and Oceania. As the country's second brand, edible oil of small package FORTUNE is in the broad prospects of development in Fujian Province.In addition to control over the raw materials of edible oil and product processing, foreign investment also penetrate in oil terminal sales in large-scale. The first brand & its second and third line under which are of more than a dozen brands are all foreign-owned enterprises.As the flag and wind vane of China's national brands of edible oil, "FORTUNE" of COFCO line is the only rival which can be competed with foreign brands named"Jin Long Yu". Also it occupy an indispensable position in the national economy and people's problems, charged with nurturing and guidance of consumers. Moreover, it has a great significance for reference with researching FORTUNE edible oil in the region of Fujian Province, absorbing of historical experience, graspping the competitiveness trend of this industry , carrying on a new marketing plan successfully.This thesis takes the regional development of FORTURN edible oil of small package as researching object in Fujian Province and strongly focused on diagnoses analysis and data statistical analysis. It analyzes the competitive situation of edible oil industry and introduces the development history and market orientation. Also it analyzes in detail of FORTUNE edible oil on the present situation of the products, the demand situation of the products and the development situation of the products. At the same time, by comparing FORTUNE and other small packaged edible oil brands on distribution, brand status, characteristic of development and development potential, through SWOT analysis and SWOT matrix, it has build SWOT matrix of FORTUNE edible oil in Fujian Province. Finally, the thesis putting forward the implementation of differentiation strategy, and the plan of full playing to the resource-efficient,which furthered the development of market competitiveness of FORTUNE edible oil brand in Fujian and safeguarded the good development of their sustainability. In the process of formulation of different development strategy, it formed a complete set of strong implementation long-term development strategy by analysis in detail. It implemented the important of strategy on the four differentiations of the brand, the news, the channel, the channel service. FORTUNE strives to maintain two pre-market status in Fujian, to do the market first in more cities. In the promotion of brand differentiation, FORTUNE highlighted the unique selling brand advocates. For differentiation of news, there are new-innovations on new products and packaging. For differentiation of channels, special channel, buy channel, gift markets ,rural markets and KA channel are expanted as breakthrough with the layout. For differentiation of services, it put forward the management way of the retail terminal and wholesalers access to build the link set, and set domain, fixed point, fixed line, periodic, regular sales .While giving full play to resource efficiently, it works out the scientific allocation plan of resource through the series of statistics and market research analysis, from Provincial advertising and promotional costs in the allocation of resources within the various regions in Fujian Province on the allocation of oil resources in the distribution of species on the direction of three.In a word, in order to develop healthily in Fujian market and get victory in market competition, FORTUNE edible oil has to combine the development stratery of market with the customers'demand, competition enviroment and enterprise itself... |
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