Study On The Marketing Strategy Of Nutritional Food In Shaklee (China) Co., Ltd.

In recent years, the country for health industry investment grows increasingly,and the related policies and systems are being improved as well to ensure the healthydevelopment of the health industry, continuous, orderly, scale. With the continuousdevelopment of the industry growth, there are also many problems, disorderedmanagement of nutrition market and non-standardized management make theconfidence of nutrition business remains to be improved.With the continuous expansion of the scale and the diversity of consumers’ need,the development of Shaklee (China) Co., Ltd. is facing a lot of problems, such asbrand awareness is not high, the product structure is not optimized, the consumerdoes not endorse, the product is not high-profitable, sales channels are hard to expand,these problems limit the further development of the Shaklee company.This paper aims to selecting suitable marketing strategy for Shaklee (China) Co.,Ltd. on the basis of analyzing its marketing. Using STP for the correspondinganalysis, and determines the company’s market segments, product positioning, marketpositioning, target market selection. Discuss its marketing strategies combination, andpropose the company’s product marketing strategy, pricing, marketing strategy,promotional strategies, and get improvement of the marketing strategyimplementation. What provides some references for Shaklee promoting its corecompetitiveness and better development.The conclusions of this study are: There are some issues in Shaklee (China) Co.,Ltd. marketing, such as brand awareness, consumer acceptance is not high, theproduct structure is not optimized, slow expansion of sales channel leads to lowprofitability. The main reason include that the promotion strategy needs to beimproved, lack of product diversity and the single channel mode. Therefore, thispaper makes environmental analysis for Shaklee nutritional food marketing. Also, itmakes strategy selection of Shaklee (China) Co., Ltd nutritional food marketing by use of STP. At last, it provides marketing strategies combination of Shakleenutritional food, including product strategy based on customer demand, price strategybased on customer cost, channel strategy based on customer convenience andpromotion strategy based on customer communication. The marketing strategyimplementation and guarantee include improving the marketing organization structure,strengthening marketing functions, product quality assurance, marketing system,distributor management system and other aspects of marketing support.