Research On Marketing Strategy Of Wahaha Grop Jilin Branch

Wahaha Group Jilin Branch is a wholly owned subsidiary of Wahaha GroupSales Company which belongs to Hangzhou Wahaha Group. Wahaha Group JilinBranch founded in1998in Changchun, mainly responsible for sale all wahahadrinks, food products in Jilin province. According to the independent authority thatfrom Wahaha Group Sales Company, Jilin Branch purchase required goods directlyfrom Wahaha factories based on the principle of purchase to the nearest; Set marketprice system in Jilin province with reference to the guidance prices of the salescompany; Develop, construct and manage marketing channel independently; Carryout marketing activities and advertising work independently combined with thenational promotion marketing strategy of sales company.This paper take the theory of4Ps in the practice of Wahaha Group Jilin Branchas the research main line, analyze the4Ps elements present situation of Jilin Branchthrough the Five Forces Model and SWOT Analysis. The author will take analysisconclusion as the theoretical basis, formulate marketing strategy combined with theactual situation of Jilin Branch for the next three years. The marketing strategy willinclude product strategy, price strategy, channel strategy and promotion strategy fourparts. The whole marketing strategy combination will assign a value to4Ps elementsthat involved in Jilin Branch in the next three years work, strive to effectivelypromote sales performance of Jilin Branch, maintain the market leading position andcreate brilliant again through the new strategy combinations.This paper will analyze the internal environment of Wahaha Group Jilin Branch,analyze the market macro-environment, market demand, consumer’s behavior characteristics and competitive environment, and analyze the present situation ofWahaha Group Jilin Branch using Five Forces Model. At the same time, analyze thework on product, price, channel and promotion four aspects of Wahaha Group JilinBranch in the past three to five years, makes every effort to accurately express thereal operating conditions at present by the data. Then analyze the strengths,weaknesses, opportunities and threats that Wahaha Group Jilin Branch facingthrough the SWOT Analysis, and take the SWOT analysis comclusion as the basis toset marketing strategy combination of Wahaha Group Jilin Branch in the next threeyears, and put forward security scheme combining with the actual situation.The main body of this paper consists of four parts:The first part: the marketing present situation and problems of Wahaha GroupJilin Branch. Including the brief introduce to the development course and marketingstatus quo; analysis to products and competitive brand marketing difference andproblems that exist in marketing of Wahaha Group Jilin Branch.The second part: analysis to marketing environment of Wahaha Group JilinBranch. Including the analysis of the macro-environment, beverage market demand,consumer’s behavior characteristics and competition environment of beveragemarket in Jilin province; and the beverage market SWOT analysis of Wahaha GroupJilin Branch.The third part: the marketing strategy design and implementation of WahahaGroup Jilin Branch. Including the segmentation of beverage consumption market inJilin province; the target market and market positioning, the marketing mixedstrategy and the ensurance measures on the implementation of marketing strategy ofWahaha Group Jilin Branch.The forth part: the conclusion of this paper. Summarize the practical problemssolved using the theoretical knowledge of this paper and the problems that needfurther discussed and solved. Probe Wahaha Group Jilin Branch how to make effective marketing strategyand corresponding ensurance measures according to its own situation, in order tosolve the current problems, and keep good development trajectory steadily andsanely.