Study Oncompany X’s Small Packageedible Oil Marketing Strategies

Edible oil is an important commodity for the people’s livelihood, China is a bigedible vegetable oil consuming country; per capita consumption has been steadilyrising through the years. With the rapid development of the domestic economy,people’s living standards continue to improve, their standards on edible oil is gettinghigher and higher. Then there comes the small package edible oil, which brought newopportunities and challenges to the market players. Public data shows, China’s edibleoil consumption in2011was27.77million tons,19.4kg per capita, small packageedible oil sales to6.16million tons, and its ratio is rising year by year. Small packageoil market is growing at an annual rate of20%-30%and becomes a sunrise industry inChina.Company X has20years of professional experience in peanut oil production. Thesmall package peanut oil products reach more than80%local market share. But withthe small package edible oil market competitive and chaotic, company X is the lack ofoverall strategic planning and marketing tactics and is in a state of "crossing the riverby feeling the stones". According to its actual situation, developing clear marketingstrategies and tactics for the company is the main focus of this paper.The thesis, first of all, uses SWOT analysis to discover the advantages anddisadvantages of Company X, and its market opportunities and threats. Through theSWOT Matrix analysis, the thesis suggests Company X should adopt the growthstrategy. Then through the use of STP theory, the thesis analyses Company X’s marketsegmentation, target market selection and market positioning strategy. According toCompany X’s products and its target consumer demands, identify its target market andmarket positioning in the hope of helping Company X seek its own direction ofdevelopment in the fierce market competition. On this basis, using4Ps marketing strategies theory, the thesis sets up marketing strategy combinations for company X inproduct strategy, pricing strategy, channel strategy and promotional strategy, andinnovatively brings up dual-brand strategy, which are all specific operational guide toCompany X.The thesis combines marketing theories with the marketing practices of CompanyX and the market environment as a whole, brings up the marketing strategy and tactics,and provides theoretical basis and operational support to improve the corecompetitiveness of the company. The analysis process and conclusion of the thesis notonly have guiding and practicing significance with Company X, but also referencesignificance on other related companies within the industry.