Study On The Marketing Strategy Of FK Company

Since the reform and opening up, China’s animal husbandry has obtained the fast development, provides rich meat, eggs, milk and other animal products for the people, greatly improved the living standard of the Chinese people. As a veterinary drug products, treatment, diagnosis of animal disease prevention, the demand has increased dramatically, veterinary drug enterprises in China has obtained the good development opportunity. Veterinary enterprises considerable economic benefits to attract domestic and foreign capital invested Chinese veterinary drug industry, veterinary drug production enterprises increased, at the same time, veterinary products abroad has been flowing into China market, the veterinary drug market competition is becoming increasingly fierce. As a professional production of veterinary drug products FK company has obtained the good development opportunity, but in recent years the sales volume little, economic benefits of decline, the company’s survival and development are faced with serious challenges.In order to maintain the company’s competitive position in the market, enlarge market share ceaselessly, ensure the realization of the strategic target of enterprise. This thesis makes use of the marketing strategy theory and analysis tools, analysis of the system environment of internal marketing macro marketing environment, marketing environment, company of the company where FK; by using SWOT analysis method, with FK the company’s opportunities and threats in the external environment and internal environment of the strengths and weaknesses of the comprehensive analysis, on the basis of the analysis of marketing strategy; according to the actual situation, and the competitive environment, to develop a reasonable marketing strategy, the market segmentation, target market selection and market positioning, formulated specific strategy implementation of the strategy from the aspects of product, price, channel, promotion, relationship marketing and so on, and to develop the support measures of strategy execution.Through detailed research, FK company should take full advantage of the rapid development of animal husbandry, veterinary drug market chaos to order the opportunity, give full play to the company’s product quality advantage, cost advantage, technical service advantages, efforts to build brands; should attach great importance to the marketing team construction; in the small farm to target customers, construction the reasonable marketing network; constantly enhance customer relationship management; pay attention to the propaganda of veterinary products.