The Marketing Case Research For Foreign Spirits In CDL

As an important function in the process of enterprise management, marketing is the key of survival and continual development. Any enterprise can’t lack marketing no matter that it is manufacturing enterprise or sales enterprises. Only when products of an enterprise are sold to consumers, can products realize its value, can an entenprise obtain profits to develop well. Furthermore, those enterprises, who understand the true meaning of marketing and are engaged in effective sales activities, will gain bigger competition advantages and achieve better balance among enterprise, consumer and society.This paper, mainly based on modern markrting theories and author’s working experiences in CDL Trade Co.,LTD, has some research and analysis during the process of selling foreign spirits of company. Through deeply analyzing causes of marketing weakness for foreign spirits at macroscopical factor, enterprise internal factor, and implementing the survey about the marketing weakness, we better understand the real reasons of the marketing weakness in CDL. Author has put forward some principles, methods and strategies on the marketing weakness problem. The research in this paper will help CDL solve the marketing weakness correctly and gain competition advantages. This paper includes four parts mainly: introduction, case text, case analysis, suggestions.The first part of this paper is the introduction which introduces the meaning of research and objective, thoughts and methods. At the second part of this paper, the author introduces company profile of CDL, background for industry and society, background of the marketing weakness for foreign spirits, the effects of marketing weakness on company. At the third part, author analyzes the case, and gives related theoretical knowledge, and also analyzes the concrete reason for marketing weakness in CDL based on the survey on consumers. At the fourth part, this paper introduces some suggestions and measures according to marketing weakness to better improve marketing activities, such as accurate company positioning, execution of effective product strategies, establishment of smooth channels, execution of effective promotional tactics, management of high quality sales team-work and other concerned marketing strategies.