| Infants'healthy growth is a common concern in our society. Enhancing healthy development of infant food industry is an effective measure to improve infants'health status. The current infant supplements market is not mature and international brand infant supplements will continue to enter into Chinese market in the future, which will definitely shock those old-established occidental companies like Heinz Corp. Heinz Corp has become the largest infant supplements business through 20 something years'development and been recognized by many consumers, while it's facing increasing development resistance. To enhance Heinz Corp's competitiveness, market share and supplements sale, it's necessary to optimize its marketing strategy.This paper is designed to analyze current development status and prospects in infant food industry. Then Heinz's marketing strategy diagnosis and optimization was conducted combining its own advantages and all aspects of marketing conditions to make the most of its brand, integrate marketing resources, expand market share and promote its development.In this paper, a series of work was conducted. First research situation at home and abroad was summarized. Next, in macroscopic view, Heinz's political, economic, natural and technological marketing environment was analyzed; in microscopic view, Heinz's main competitors and target market was analyzed. SWOT was applied to analyze Heinz strengths and weaknesses, opportunities and threats. We found Heinz's marketing problems mainly exist in products and prices and marketing channels. Finally, optimization of marketing strategy based on those problems and specific implementation safeguard measure were presented. |
