Unified Instant Noodles, Jilin Province, Marketing Strategy Research

The president corporation experienced dwindling market share and deceasing profit margin in Jilin Province at such an intensive environment. It's no doubt that the marketing strategy, one of the most important aspects of an enterprise's overall strategy, will play a key role to achieve sustainable competency.In order to resolve the actual problem existed now, by using some marketing and strategy related theories such as Porter's Five Power Model, SWOT Analysis and Marketing Mix etc, the author first identified the opportunities and threats that the company faced as well as the strengths and weaknesses compared with competitors, and then set up the marketing strategy adapted to the company and eventually build some comprehensive marketing mixes and insurance measures accordingly.The main structure of this thesis are as follows: in the beginning, finding out the strengths and the weaknesses from the inner side and the opportunities and the threats from the outside of the company through analyzing the whole environment, including the company itself, the segment market, consumer's behavior, competitors and then using SWOT and some other marketing-related theories to evolve the marketing strategy, and accordingly formulating the marking mixes to ensure the successive implement of the overall marketing strategy in the end.The main structure of this thesis are as follows: firstly, illuminating the necessities of setting up a marketing strategy for the company at current time and the researching routine of this thesis ; secondly analyzing the inner environment of the enterprise especially the main products at different segment markets ;thirdly, analyzing the macro environment of Jilin market and the competitive environment of the instant noodle industry as well as consumer behaviors ;fourthly, formulating the overall marketing strategy by using SWOT analysis and setting up the marking mix and some management insurance to ensure the successive implement of the overall marketing strategy; in the end, getting the conclusion of the paper and pointing out the importance of doing adjustment according to the whole environment.The paper has set up a marketing strategy systematically which not only have a frame structure of strategic analysis but also have the clear-cut action plan. It is hoped that the paper will have reference value for instant noodles companies and even some fast moving consumer goods companies especially when they need to do their market plans.