Research On Marketing Strategy Of MX Food Company

With the rapid development of national economy and increase of GDP, The consumption level has been constantly improved, the consumption of biscuit has increased steadily. Biscuit industry is having a bright future, but is still confronted with a severe challenge. The foreign biscuit brands have occupied the high-end market, while civil enterprises only occupied mid-range and low end of the market. With the merging and readjustment of biscuit industry structure, enterprises are facing sharper market competition and the reality of rational consume, enterprises should make a correct assessment of the situation and think deeply about the external environment. Work out a marketing strategy suitable for them to win more advantages in future competitions.Henan MX Food Co., Ltd. is a professional manufacturer of various biscuits, which was founded in 1993. It was certificated "Agricultural Leading Enterprise" and authorized in self-importing and exporting. As a small and medium-sized civil enterprise, MX brought in about 0.3 billion Yuan in sales. Due to the influence of interior or exterior environments and other factors, MX is still a regional brand; about 80 percents of its sales come from the market in Henan Province, having little influence over the national market. There are still a lot of problems in marketing management of MX Company, for example:the product line is too long, the names of the product are not easy for consumer to remember, and selling points can't catch the attention. Pricing methods are lacking response to the market demand and competition, the sale channel finite covers the market, and company has little control over the end market. Promotion methods are not flexible; the marketing team needs to be trained to suit with the new environment. This thesis offers scientific basis for MX's marketing decision, including the optimization and upgrade of produce structure, improving the packaging, building flexible pricing system, strengthen the channel control and team building, innovating promotional techniques.The problems existing in MX's Marketing Management is very common in biscuit industry in Henan province. The paper is based on marketing theory in exploring the strategy of MX Company; this thesis offers scientific basis for MX's marketing decision. It's helpful for them to seize the opportunity and improve marketing level. What's more, it will have certain reference meanings to the similar biscuit industry of Henan province.