The Research On Marketing Strategy Of JL Company’s Meat Products

The competition for meat processing industry in China is very fierce, almost in a state of perfect competition. Because of the low barriers to entry and its profit is relatively high, it attracts a lot of food companies into the meat industry. Competition is so fierce in this market and production of some companies is not standardized, which make the industry’s development harder. Our meat companies not only compete with domestic companies, but also are affected by the international economic environment. Domestic meat industry is facing the impact of foreign one. High quality of products and advanced technology attract higher earners to buy, while due to the backward technology of the meat industry, the technical standard of barriers is vulnerable to the importing country. In recent years, the global economy develops slowly, which affects our export, the export-lead meat industry suffers a lot. In this paper, by using the methods of PEST analysis and SWOT analysis to analyze the internal and external environment and analyze the industry by using Michael Porter five forces model. The JL company, a certain influenced and representative company is selected, which develops quickly in meat industry. It combines practice with its marketing theory, analyzes the internal and external environment and the state of the industry, using the appropriate marketing strategy to make the enterprise develop rapidly.This paper analyzes the internal and external environment which the industry faces carefully by using three methods of analysis. The purpose is to make it clear that JL company takes the appropriate marketing tactics according to the environmental characteristics of its own enterprise which is facing. The macro-economic analysis analyzes the environmental influence that the enterprise is facing detailedly through political factors, economical factors, social factors and technological factor. Michael Porter five forces model not only analyzes the competition of the meat industry, understands threats of potential entrants, threats of substitute products and the confrontation between the existing competitors detailedly, but also analyzes the bargaining power of buyers and suppliers objectively so as to establish the crisis awareness and suffering consciousness of the industry. Through SWOT analysis, combine its own advantages with disadvantages, external opportunities and threats to select the proper strategy.For the choice of the marketing strategy, I make full use of the product strategy, price strategy, channel strategy, promotion strategy, power strategy and public relations strategy. Through the classification of JL company’s products,I hope it can be instructive to the market segmentation for some companies and improve product coverage ratios. Through flexible pricing, improve the dealers’and customers’loyalty to the enterprise. Through various forms of promotion, enhance the products’relevance and the enterprise image, especially emphasize on channel strategy in strategy use. In the fierce market competition, only when companies establish an effective channel can the industry experience considerable economic growth. As for the channel of choice, there are traditional channels, modern channels, special channels and self built channels. I hope it can bring some help to the construction of channels for the meat companies. Meanwhile JL company strengthens the external environment strategy and makes good use of power strategy and public relations strategy. However,6P marketing strategies have some limitations.Thus,this paper comes up with improved strategies,that is,4R marketing strategies according to relation strategy, which hopefully play an important guiding role in some companies.