| With the continuous development of China’s economic strength after the reform andopening up, people’s living standard has been constantly improved. So has China’s snackfood industry. Especially, the market scale of snack food has been further expanded, and itsvariety has been greatly enriched ever since the beginning of this century. Therefore, snackfood companies have sprung up like mushrooms at home and abroad. Currently, thecompetition of the domestic snack food market is very intense, which is because, on theone hand, the European and American brands cover the market across the whole countrymaking use of their technology and brand advantages, on the other hand, many domesticbrands in all parts of China expand their market share by means of their flexibility. In thefield of snack food, the company with a scale over one billion can be found everywhere.Therefore, the small-scale Japanese companies like Fujiya (Hangzhou) Food Co., Ltd. putinto production shortly face great difficulties when striving to become bigger and strongerin the fierce competition.Firstly, the paper analyze internal and external environment in China’s snack foodindustry and Fujiya (Hangzhou) Food Co., Ltd. Secondly, SWOT analysis can be used as atool to find the opportunities and threats that the company confronts, thereby, the papermakes product marketing strategy program for the company for reference. On the basis, thepaper makes specific marketing strategy under the guidance of4PS marketing theory.Lastly, the paper summarizes implementation steps and guarantee of product marketingstrategy in Fujiya (Hangzhou) Food Co., Ltd.Based on the study of marketing tactics of Fujiya (Hangzhou) Food Co., Ltd., the paperproposes some ideas and opinions that the enterprise makes and analyzes marketing tactics,and makes a conclusion by using professional theory in NBA. The processes and someconclusions of researching and making marketing strategy give some reference to andother companies in snack food industry. |
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