Zhenglong Food Limited Liability Company Marketing Strategy

It is said that fast food or half-made food will become top ten consuming hit in the future. As one of the most popular snacks, instant noodle is sure to have a bright future. Thanks to huge population, fast growing income and quickened life rhythms, Chinese mainland has developed into the world's largest and fastest developing instant noodle market since 1990s. In the year 2001, the average consuming number of instant noodle per person in Chinese mainland was around 11 packs, while the world's average number is more than 20 packs. So there is a large potential in development. With the quick development of instant noodle market, many world- renowned food processing companies, many of which are from Chinese Taibei, Japan and Singapore, have entered Chinese market and won great success. Meanwhile, we have also seen Chinese instant noodle producing companies growing out like bamboo roots after a spring rain. China now has 1200 instant noodle making companies with more than 1800 production lines. Zhenglong Food Corp. Ltd. with White Elephant Instant Noodle as its product has been established in this age. To be exact, it was created in 1989.With China's entry into WTO, brand new opportunities and challenges have brought about to China's national food processing enterprises. Hence, how to set the market place and how to plot coordinate developing and marketing strategies have got to be dealt with to ensure sustainable development in the market with fierce competition. Taking advantages of SWOT Analysis and the 4Ps Theory, we carry out a detailed analysis on Zhenglong Food Corp. concerning its strengths, weaknesses, opportunities and threats. Then we design its marketing strategies as well as tactics. We hope further studies on the above-mentioned issues can thus be excited.While writing this thesis, the writer paid a number of visits to Zhenglong Food Corp. in Zhengzhou. He interviewed many executives, including its general manager Yao Zhongliang in the company. Also interviewed are some sales agents in Shandong province and he got a chance to study a consultative report written by a local company famous in providing consultation on management. He referred to literatures and periodicals published recently, including some very valuable informationon the inter-net.Ever since its construction in 1989, Zhenglong Food Corp. Ltd. has grown into a company with a working staff of 3090 and total assets about 1.6 billion yuan through hardworking efforts of its workers and timely reforms. Its motto is "to feed the people and to serve the society". It has nearly realized its goals put forward by its administrative body. They are described as "no loan, no stock, and no risk". Although "White Elephant" products are out of stock at the present stage, it should be prepared for danger in times of peace. From a long-term point of view, the present positioning and marketing strategies are not competitive so there should be a breakthrough. The administrative body lead by Mr. Yao Zhongliang has realized its disadvantage hindering its further development and begun to consider re-positioning and respective marketing strategies. To ensure scientific decision-making, it paid high cost to hire a famous consultative company in the province carrying out a study on its strategy and development. It has been doing its business in the low-grade market, but now medium and high grades markets are taking into consideration. It has been making series of instant noodle, while making other products are being considered as this is the only way to counter market risks.After carrying out an analysis against its main competitors as well as the SWOT analysis, the writer of this thesis drew an conclusion that the present market positioning of the company was in conformity with characteristics of its products and the factual situation of Chinese market. In general, it should continue its focus on medium-sized and small cities and rural markets in the near future. Meanwhile, attention should also be paid on students in cities and low- income classe...