Research On Markong Strategy Of XH Company

In recent years, with our country economy’s fast development and the people living standard’s inceasing enhancement, the edible-vegetable-oil consumption quantity tends to increase by steady steps. And our country cooking oil industry steps towards large-scale. The XH Limited company takes the peanut oil as the main product. Though faced with the single product structure,weak technical skills, and changes constantly of domestic and world’s economic conditions, the XH Company keeps expanding. As a result, besides the increasingly inferior disadvantages of single product structure, the company is also faced with new problems and challenges. Under such cases, the XH Company must carefully examine the influences to enterprise’s survival and developments of the external and internal changes and formulate corresponding strategies, so as to make correct decisions and choices on enterprise’s development. Therefore, studies on this company’s developmental strategies are of significance to this company’s sustainable development.Instructed by modern strategy management, and taking the Henan XH Fat Limited company as the object, With the theory of G—PEST, I analysed the external factors of the company, then and internal factors, With the Michael Porter’s Five Forces Model, the paper analysed the industrial environment of cooking oil, through the factors of management, the paper analyzed the inner environment of the company. At last the paper pointed out the chances and challenges which the company is confronted and its superiority and inferiority by the method of SWOT. On this basis, company’s strategies and marketing measures come into specific. concrete implementation measure has been drawn up, mainly from the aspects of clarifying the strategic mission and the goal, establishing core competitiveness, perfecting marketing system and strengthening enterprise brand construction to guarantee the smooth implementation of enterprise’s developmental strategy. This paper analyzed and summarized systematically the marketing management of XH company. The paper pointed out the the improvement measures with the Strategies, Pricing, Product, Placing, Promotion, and the inner supports those improvements demands. The measures become the protection to the marketing strategies.This paper analyzed and summarized systematically the marketing management of XH company. It used the theory of enterprise marketing management, to deliberate the fact of enterprise marketing management of XH company. Through practiced by theory, The paper provided the Decision making basis to the company.