Case Study: Marketing Management Of A Company

Along with the economical globalization and the technical development, the lactic acid fungus milk drink market is dairy product profession emerging, the development speed is extremely quick also has the huge development space the emerging market. It is a new conception to maintain health by accelerating the breeding of intestine bacteria, especially for that of the bifid bacterium, which has pushed forward the development of fermented healthy beverage. But along with the our country market economy development major tendency, the market competition day by day is also intense, many dairy product management enterprises play own in abundance brand. As the member in the line of Lactic Acid Bacteria, A company does not only face the pressure from mighty brand such as Yili,Mengniu,but also need to guard against other Small-Medium Enterprises and other international brands at the same time.In this paper, case study approach to the A Company for the study. In the case of body parts, First introduced the A Company's development process, then technical equipment and product line conditions, marketing capability, regional market conditions and human resources profile of the company in A Company was introduced; The following describes the A Company marketing organization, while the situation of the company's product, price, place, promotion is described.In the case study of parts:The methods this paper utilized to analyze the strategy include the following: PEST, to analyze macroscopic environmental conditions; Five Strengths, to analyze the microscopic environmental conditions; and SWOT, to bring forward strengths, weaknesses, opportunities, and threats. This paper examines the competitiveness and demand of the Chinese market, analyzes A Company's resource advantage and capability, analysis of modern marketing theory put forward for the actual situation of the company in A Company marketing strategy.Above research results, not only the paper explores A Company'case and puts forward constructive suggestions for the enterprise, but also provides a point of reference and model to other transnational enterprises in China or enterprises with an interest to enter the lactic acid fungus milk drink market.