Tangquan Greenpea Product Marketing Strategy Research

Tangquan is a typical snack food importer, In the early stages of development, itadopted simple wholesale methods, grabbing market-share quickly, and became larger,even survived major chrisis since its establishment. But when the market environmentchange, Tangquan stopped developing, and was caught up in the middle of fiercemarket competition, the simple management mothods now become so powerless, allkinds of market problems emerged. At this time, Tangquan realized that needs foraltering marketing strategy was urgent, and turned to marketing strategies to save theday. In order to solve Tangquan’s problem, after a profound study of its marketingstatus and enviroment, this thesis performed systematic analysis on its variousmarketing strategy, using the related marketing theory to put forward a series ofproposals of the marketing strategy such as product positioning, target consumer, keysales region, marketing advice for product, price, place, promotion strategy.The thesis includes six parts. The first chapter is about the background andsignificance of the thesis, ideas and methods of the study; second chapter involves thetheoretical basis of the marketing theory and both domestic/foreign snack foodmarketing situation; Chapter three introduces sino greenpea marketing situation,thecourse of development and current market performance of TangQuanq green-peaproduct; Chapter four provides a profound analysis of Tang Quan marketingenvironment using PEST/SWOT/survey tools;Chapter five includs marketingproposals of TangQuan marketing concept, marketing goals, target consumerselection, key regional markets as well as traditional marketing4P (product, price,places, promotion); Chapter six gives Conclusion and Outlook.