A Liquid Milk Business 2009-2011 Marketing Strategic Planning

When the major events of Melamine Incident happened, domestic enterprises of dairy industry experienced an unprecedented crisis of confidence. The state has started to pay more attention on the dairy industry and to rectify the industry chain. This is also a large opportunity for dairy industry enterprises to reshuffle their cards. In a long term, the leading enterprises of the whole industry will not only have a higher ability to resist risks, but also have a more powerful industrial chain integrating force, so they can restore themselves better than general business.As the largest green the western base of milk collection, A company wants to be able to effectively exert its green advantages of high-quality milk collection base for further development and expansion with such a chance and to enter the first echelon of Chinese dairy enterprises.In order to meet such challenges, and based on the reality of the capacity, we must scale up rapidly, while liquid milk marketing system needs to quickly improve the combat effectiveness in order to achieve the strategic requirements; therefore at the same time of investing and building factories, updating equipment, we also take marketing efforts into a high enthusiasm and expectations, and provide great supports.However, if measured by market standards, we must recognize that the market environment and the rapidly changing strength of competitors; meanwhile the future consumer demand may also change, how to bring the dairy enterprise resource advantages into product expectations of profits to meet the requirements of the target market? How to support and achieve the strategic demand of higher management? A company expects all of the answers to these questions will be found during the planning of marketing strategy.According to the Marketing Management main theoretical basis from Professor Philip Kotler, the United States the famous father of Marketing , Northwestern University, and drawing on the strategic management theories and models, combined with dairy products in China's western market competition and development trend, this paper provide a more complete study of A enterprise's external and internal environment.In this paper, we used the PEST analysis, Porter's five forces model and SWOT analysis, to study the industry's growth rate, rate of return, industry concentration, competition, environment, consumer buying behavior and sales channels. Such analysis aimed at clarifying the sort of strategic thinking in changing market environment, formulating rational and effective marketing strategy planning for liquid milk business, and guiding the 2009-2011 marketing job in order to seize this opportunity to reshuffle the industry to help enterprises made great strides, healthy development.