A Study On Marketing Management Of Jilin Palasnow Drinks Limited-Liability Company

In the past few years, due to the new food principles put into effect and thecontinuous increasing of raw materials, Small and Medium-Sized Enterprises in icecream industry are facing more tremendous compete circumstance than anytime.Because of the tow sides above, the balance of the ice cream industry must beaffected, which will lead to the change of the concept of the enterprises. Everyenterprise must redraw up their plan of management and development principles. Asa freshman, Jilin Palasnow Drinks Limited-Liability Company also affected by thischange, the results are as follows: percent of the cost in produce increased, numberof purchasing descended, the profit of main product dropped, facing new problemabout market development, and lack of new way to promote the business.In this thesis, I use Jilin Palasnow Drinks Limited-Liability Company as theobjective, deeply analysis and research the marketing mix strategy by using relevanttheories of Marketing. First part, I introduced the status about the management andmarketing of our company, and pointed the chief problems when facing currentmarketing circumstances by analysised a great quantity of relevant data. And then,through the research about the microeconomic environment and the macroeconomicenvironment, to find our strengthens, weaknesses, opportunities and threatens byusing SWOT analysis. After that, I lay up the marketing segmentation, make clearand definite the target market and position, and further draw up the marketing mixstrategies of our company.Through SWOT theory, by using lots of data and materials, I deeply analyzed the inside and outside environment, and then summed up the current strengthens,weaknesses, opportunities and threatens of Jilin Palasnow Drinks Limited-LiabilityCompany. The dominant positions mainly in our local product and management,innovation of our sales mode “territory segmentation and routine sale”, and middleand high position of our brands; weakness concentrate in low-fame about theproducts, the research and development of new products below the level of the firstpart in ice cream industry, our company do not have large-scale production ability toreduce the cost of our products, and the influents of the staff is also the mainproblem; opportunities are mainly reflected in the fast increasing domestic ice creammarket share, new food principles and policies launched by relevant governmentdepartments are benefit to us, and the development of staff’s skills and managementsis helpful to our team; threatens we will face is as follows: the press coming fromthe creation of produce equipments and R&D skills, old competitors’ investment andestablish their workshop in Jilin Province and the appear of new competitors willaffect our business, and the higher cost in production is also threat our company’slong-term development.I introduced the marketing mix strategy by dividing it into four part, productionstrategy, price strategy, channel and promotion strategy. Production strategy includeoptimize product structure, perfect quality management and launch good-saleproducts; in price strategy, through the analysis about the elements of the price andtake relevant theory into account, I drew up that our company should takecompetition into more consideration, and then think about the cost of product;according to research about the channel and new customers, I put forward that weshould establish wholesaler assistant team and direct sales team at the same time tomanage the market; and through the research about the consumers’ purchasing habitsand think about the feature of ice cream industry, I point out that cultivate consumershabit by promotion is the most significant way for us to keep our brand continuously development.In the paper, by suing qualitative analysis and quantitative analysis methods,considered the company’s management information, referenced a plenty of marketresearch data, I deeply analysis the situation of Jilin Palasnow DrinksLimited-Liabiliy Company, and put forward some marketing mix strategy for facingmarket competition and long-term development. I think this study is useful not onlyfor our marketing business, but also have some reference value for other FastMoving Consumer Goods.