Research On The Strategy Of Package Oil In Sinar Mas

By the development of the package oil, the survival space for the regional packageoil brand has been more and more narrow, squeezed by the Willmar, Sino grain andCOFCO. Although it is seen as a saturated market, there is a difference between thetop three nationwide branded and the regional branded, which is the target customer,the first tier and second tier city for the nationwide branded and the outskirt and thesecond and third cities for the regional branded. The game will be lasting until thesurplus capacity will be utilized.As one the regional brand, Sinar Mas succeed in surviving in the China marketwith intensive competition and face the bottlenecks during the recent decade. In thisthesis, at first the analysis will pegged in the macro situation of edible oil industry.Secondly, the recent situation and the troubles faced by Sinar Mas package oil will bereferred. Thirdly, the thesis will focus on the marketing strategy after analyzing thebackground of bottlenecks. Finally, the measures to guarantee the strategy to cometure will be listed in details.In this paper according to the theory of the marketing, in the background of therecent situation of the edible oil, it will expound the idea of Sinar Mas including thepackage, brand, products and advertisement strategy. Meanwhile the analysis andconclusion will be brought out by the examples and the SWOT..