Instant Coffee Marketing Situation Analysis

With the development of modern consumption level of development, people's consumption idea, there has been a great change of western goods and consumption habits by most people accept, more and more people begin to be keen on coffee, especially fashionable youth, white-collar workers and business people. At present domestic coffee market is expanding at an annual rate of 30%, face so great instant coffee market capacity, how good market analysis and grasp opportunities? Market positioning error, lack of target customers analysis will inevitably lead to the project fails, facing the complex and changeable market environment, the enterprise must through market research fully grasp the market information, for future market judgment, can make the right decision.。This article mainly from the market research, project planning and market positioning and target customer groups positioning, combining the characteristics of project management will be a marketing planning project from the earlier marketing research to market segmentation, target customers positioning and the product concept and price position itself is analyzed.This article is divided into six parts:the first chapter:the introduction, this paper expounds the research background, the purpose of the research, Chapter 2:theoretical overview:applicable to the related concepts projects and project management, project planning, market positioning, market research, marketing strategy for the corresponding explanation; Chapter 3:instant coffee confirming a project and project research:domestic and international instant coffee business projects market situation analysis respectively, the domestic and international the coffee market analysis on the status quo of the coffee market of domestic market, including coffee, including:systematic research consumption subject, influence instant coffee consumption of reason, get information media channels, etc. Chapter 4:instant coffee project positioning and target customer groups positioning:for bart instant coffee business projects conducting market research, the research contents include:product conceptual research, brand image research, price research and male and female consumers differentiation demand comparative analysis, etc. Chapter 5:instant coffee project planning strategy research:coffee business projects marketing strategy analysis, in the first four chapters on the basis of study, puts forward the corresponding marketing countermeasure and the suggestion, Chapter 6:conclusion and prospect of summing up and put forward the future direction of the research.