Marketing Strategy Research On Pet Food Of Jiazhou Company

Jiazhou Food Co., Ltd.(Jiazhou) is a private company that focuses on food processing. This company is entitled to import and export goods and sells its products to Japan, Europe, the United States and other places. It makes products primarily including seafood and pet’s food.Among them, pet’s food is sold primarily under two brands-A&B and Jia Jia. Pet’s food is now regarded as products from an emerging industry in the Chinese market, but Jiazhou has yet to make its products marketable. It is mainly because Jiazhou has no clear concept in terms of brand marketing, making it face a predicament and huge challenges. Jiazhou is in an urgent need of carefully analyzing internal and external environments before working out a product marketing strategy in combination with its situation to guide its production and operations.Firstly, this paper analyzes the background of Jiazhou. It identifies marketing problems that the company is now faced with by analyzing its internal and external operating environments-the uncontrollable macro environment and the controllable internal environment. It then presents quantitative and behavioral analysis of the demand and competitiveness in the Chinese market for pet’s food. When segmenting and positioning the targeted market, this paper divides the pet’s food market into detailed segments. By comparing Jiazhou’s strengths and weaknesses in every market segment, it identifies the positioning and targeted segments of Jiazhou’s A&B and Jia Jia brands. As for the resolution of Jiazhou’s problems, it proposes a series of marketing plans to improve the company’s marketing strategy the4Ps model by combining marketing theories with the situation of the company. Meanwhile, it concludes that market competition is about products and brands alike. Brands are at the core of modern marketing theories. Jiazhou should operate its value chain around branding, which will in turn promote corporate expansion and sustainability.