Thailand Malee Co.Ltd Juice Drinks Marketing Strategy Research

In this thesis to Thailand MALEE for background. The MALEE brand is one of the earliest Thailand fruit juice beverage, Not only has a long history. First of all, through the analysis of macro and micro environment, Find out all the advantages and disadvantages, opportunities and threats of the company. The company from the target market segmentation and the marketing strategy, to develop suitable for the company’s marketing plan. At the same time, can correct brand quality, and increase the benefit.In this paper, to meet the needs of consumers for the purpose, and so on all consumer behavior analysis. In order to study the marketing strategy of Thailand MALEE company as the focus. Let the company realized that all the value of the company’s marketing strategy. At the same time, this paper provides how to enhance competitiveness and brand influence, Especially how to use the MALEE brand marketing strategy, to develop in the increasingly fierce market competition.This thesis is divided into seven chapters in total. The first chapter is the introduction, This chapter introduces the research background, purpose and significance, as well as ideas and frameworks, research methods. The second chapter is the summary of the marketing theory, this chapter elaborates the basic marketing theories, Is the main target market and market positioning,4P and4C marketing combination strategy, brand marketing, green marketing. The third chapter is the analysis of the present situation of Thailand MALEE company internal marketing, This chapter through analyzing the internal condition analysis, Mainly to understand the general situation of Thailand MALEE company, Analysis of the product mix, target market, the layout of the market, management system, company’s organizational structure and market products, and through the analysis of organization and management, Identify the company’s resources and capabilities, marketing situation and existing problems. The fourth chapter is the analysis of marketing environment of Thailand MALEE company, this chapter Analysis of locates on the company’s political and legal environment, macro environment of marketing economic environment, social cultural environment, technical environment, Analysis of micro marketing environment but also by market demand, market competition, and SWOT analysis, Find out the company’s strengths and weaknesses, opportunities and threats, Thailand MALEE company has not imitate and difficult to replace the advantages in resources, knowledge, ability, And to find effective breakthrough, let MALEE become the domestic high-end juice beverage market. The fifth chapter is the marketing strategy of Thailand MALEE company, this chapter is the key to the, The main analysis of the target market strategy, product strategy, price strategy, channel strategy, promotion strategy, network marketing strategy, brand strategy and marketing strategy formulation. The sixth chapter is the security measures for the implementation of the marketing strategy of Thailand MALEE company, Through this chapter, to establish the concept of social responsibility marketing suggestions on green product development center, improve the quality management and control system, and to improve the company’s marketing system, the establishment of marketing strategy planning to the implementation of the company’s marketing strategy.