Cofco Meat Products Of Carnivorous Company Marketing Strategy

Although after20years’ development, the consumption of meat product in China has ahuge difference from the one in foreign country because of the traditional consumptioncustom. On the one hand, as a new section under the COFCO, meat product company hasobtained a certain achievement, but more insufficiency should be observed. On the other hand,the strong competitors and higher and higher competition environment should also been paidattention to. When the market provides development chances to business of meat product,various crises were also breeding. Chances drive development of an enterprise, while crisesstrengthen risks and uncertainty of the enterprise’s business. COFCO meat product businesshas established and confirmed the brand orientation of “Meat industrial chain, more deliciousand healthier”, which has been the orientation of the enterprise of “Industry leader”, andestablished the marketing strategy of “completing product and channel structure, countrylayout, accelerating product development of Chinese-style bittern sauce and maintaining theleadership of western-style products”. Recently, COFCO meat product has been facing aseries of difficulties, especially the insufficiency of marketing concept and strategy, whichrestrict its further development. Therefore, COFCO meat product must actively constitute andprogram a new market strategy to comply with the competitive environment and to reach theoverall strategy arrangement of the Group. Basing on the foresaid problems, this essay firstlystudies the necessity of constitution of its marketing strategy. Through the analysis on theouter environment of COSCO meat product’s business and inner resource, this essay revealsthe advantages on capital, brand, quality, resource, etc. and the disadvantages on productstructure, channel structure, personnel training, etc. with the help of SWOT. The increasingdemands on safe food by consumers, the stronger economic strength and the hugeconsumption potential and market scale have brought a grand chance to the company.Meanwhile, the serious and fierce competition, homogenization of products, cut-throatcompetition with low-price and hidden trouble of food safety have urged COFCO meatproduct to face tremendous threatens. Therefore, this essay brings up the necessity ofconstitution of marketing strategy and the aim and specific ideas. Detailed discussion will bepresented on brand, product, price, promotion, channel and other aspects and concretemethods will be raised about the related complement and risk response and control. Through the study on marketing strategy of COFCO meat product, this essay hopes toprovide guidance about how to change the competitive powder of the product, raise the abilityof resisting market risks, forge persistent core competitive advantages, expand nationalmarkets and achieve scale product and industrialization development. Meanwhile, it is also areference for a large-scale traditional state-owned foreign trade enterprise on how to lowermarket risk and raise core competitive of product and achieve sustainable development byusing its own resource advantages under the background of complicated marketcircumstances. It provides a certain reference of exploration to new marketing mode in theindustry.