Study Of Marketing Strategy For TH Flavor Company In Shanghai

TH flavor Co. Ltd. was established in1903in Tokyo, it is a key to flavor&fragrance based manufacturer with a long history, It has a number of productionbases in Japan, and in the United States, China and other places have established manyfactories, It is famous for the Oriental flavor extremely in the industry. TH flavorcompany subsidiaries in China was founded in January2000, Is by the headquarters inJapan Tokyo, TH Corporation full investment in Shanghai established independentcorporate enterprises.Due to the changing of the global economy in recent years, TH flavor Co. Ltd ofglobal sales continues to decline, and the main source sales of overseas sales from thegreater China region, So Shanghai company authorities are keen to review the originalmarketing strategy, hope that through to TH flavors Shanghai company’s existingmarketing strategy adjustment, to develop a marketing strategy suitable for the Chinesemarket with local characteristics.This paper aims to using PEST and SWOT to analyzeTH Shanghai flavor company’s internal and external environment analysis and thecompetitiveness analysis, improvement of the strategic planning of TH flavorCorporation headquarters to TH flavor Shanghai companies to increase their sales inChina marketing strategy.This paper first introduces the TH flavor in Shanghai company faces the industrybackground, and then the development status of marketing strategy and related theory isintroduced and the flavor&fragrance industry, put forward the importance of themarketing strategy of flavor industry; then use PEST and SWOT to analyze THShanghai flavor company’s internal and external environment analysis and thecompetitiveness analysis, improvement of the strategic planning of TH flavorCorporation headquarters to TH flavor Shanghai companies to increase their sales inChina marketing strategy.Secondly, the TH flavor Shanghai company in the same industry competitorsstrengths were compared, and the mutual restriction between the development strategyof TH flavor Co. Ltd and TH flavor Shanghai company of and linkage. Finally, THflavor Shanghai company through to the product structure adjustment, strengthen theconstruction of the Chinese localization, summarizes the TH flavor Shanghai company marketing strategy development, so as to drive the TH spice company business volumegrowth. At the same time TH flavor&fragrance company also to respond the twelfthfive-year-plan，to strengthen the development and application of new products，andhoping by summing the advantages and disadvantages let other enterprises within theindustry will be able to get some inspiration.