The Research Of Huiyuan Juice Group For Marketing Strategy

With the improvement of living standards, Chinese fruit juice drinks market becomes more and more active, but it caused increasingly fierce market competition. Huiyuan, the first brand in Chinese juice industry, is also inevitably impacted by a large number of domestic brands, such as: Wahaha, unity, Master Kong, as well as foreign brands like Coca-Cola and other brands. Huiyuan Juice how to make use of its advantages in the Chinese market to gain more market share, higher sales, has become a pressing issue. To compete successfully in the market, the marketing strategy is the key.This thesis firstly did detail analysis on the marketing opportunities in China, using the PEST, Porter five forces, as well as tools such as SWOT. And it also analyzed the internal situation of the company, customer needs, the existing competitive environment. Using SWOT analytical tools, provided some solution on Huiyuan Juice how to use advantages, and how to avoid their own shortcomings in Chinese marketing for your reference. Then, this thesis deeply analyzed market segmentation of Huiyuan juice, its target market to get clear picture on its marketing position. This thesis finally analyzed the characteristics of the products of Huiyuan fruit juice, its existing pricing strategy, channel development and management, and put forward some suggestions for improvement of the marketing strategies for Huiyuan.This thesis trys to put forward some its own suggestion for Huiyuan to improve its marketing preferment in Chinese market, based on the detail analysis on the Chinese market, the existing marketing strategy of Huiyuan. Hope all of these can be useful for Huiyuan to get a big success in current dramatically fierce market competition.