Baking In The Food Business Entrepreneurs Marketing Strategy

China has the most population in the world. This means that the consumer market for food is enormous and at the same time China maintains to prosper its economy and which makes the Chinese people so wealthy that they could purchase more FMCG for consuming. All of this lead more and more investors focus on the consumable market especially in food industry.Bakery industry is booming in China nowadays. Bakery food (including bread, pastry, biscuit) market keeps double-digit increasing. This brings opportunities and threats to investors as well.Marketing management is obvious important for a small firm which is a initiatory one in bakery industry. To get the competitive edge, the initiator must develop the right marketing strategy to guide the vital operation of the firm.This thesis is consisted with four chapters. The objective of the thesis is to solve the practical issues in a marketing strategy making process with methods and theories.Chapter one focus on the marketing environment of bakery industry and the background of the case firm-Jointon foodstuff Co.,Ltd.Chapter two implements marketing situation analysis, including the competitor research, market demand research and SWOT analysis. The feasibility of Jointon's entering is also discussed.In chapter three, the thesis defines the market segments and finds the target market. The product positioning is set as well.The marketing strategy is provided in chapter four, including Product, Pricing, Place and Promotion.Finally the thesis provides a conclusion to overlook the marketing strategy making process of Jointon.