Analysis Of The Marketing Strategy In Kingway Beer (Tianjin) Co.,Ltd.

With the fierce competition in the beer market, companies are considering how to expand the market share and increase profitability, not only to maintain the original low-end beer market capacity but also to establish a bigger and stronger brand. Experienced several sectors as facilities construction, production and market development in the Kingway Company, the author has witnessed the beer brand marketing operation of a southern brand in the northern markets. This paper illustrates the most classic example of marketing case during these years and studies a variety of beer marketing strategy. Hope this paper will help the Kingway Company developing with its own character and make it in an invincible position in the future market competition.First, the paper describes the background, and the competition situation of the beer industry and the beer market in Tianjin. Second, in three chapters the paper chooses three cases to indicate the market positioning strategy of introducing the new products into market, the marketing strategy of developing rural market and the marketing strategy of the abnormal phenomenon in the channel management. In this paper, through illustrating the detailed data of the example and comparing with the same competitive envionment of the other companies, the author stepwise analyzes the results, identifies the causes and proposes solutions by using marketing theory. The final section summarizes the study results and problems of cases, and gives personal advice against the company management and their competition in the market.This paper consists of a series of marketing theory, including 4Ps4Cs, market positioning, brand competition and channel conflict management, combining with marketing strategy for in-depth analysis. The paper illustrated the marketing information, such as sales situation, promotion costs, savings or overruns, integrating theory with practice to make this paper vivid. The author fully discusses the beer marketing strategy in Tianjin against her two-year MBA learning and practical work experience, in the hope of giving some help to the beer market and the related companies.