Research On Marketing Strategy Of Gold Roast Company About Convenience Food

Convenience food has become one of the most promising industries. Because of its largemarket capacity, low barriers to entry, fast product updates and strong consumer demand,coupled with China’s huge potential consumer market, A number of Chinese and foreignenterprises have set foot in this areas. Competition in the industry is gradually heating up, sohow to obtain a solid market position and let the constantly updated product quickly acceptedby consumers is the problems almost all food enterprises are facing.GoldRoast(Singapore)，entered into the Chinese market in1991and obtained a greatsuccess. while,in some areas, GoldRoast once was in a leading position. In recent years, in thecase of a large number of competitors, competition have become more fierce, GoldRoast’sbusiness development and marketing strategies are also facing many challenges. In this paper,the situation of the industry, as well as the company was analyzed, and then follewed theinternal and external environmental analysis. Using analysis, we could have acomprehensive idea of the enterprise’s strengths, weaknesses, opportunities and threats.Through the perspective of the s，we could know how to develop the corresponding marketingstrategy. Around the established strategy, we have studied the Specific Tactics,while,whichwith the theory of target market and market segmentation.Hope this research will help GoldRoast to develop better marketing strategies. And alsohope that through the implementation of the strategy can give full play to its strength,reversing the company’s current unfavorable situation in the market.