Study On The Marketing Strategy Of HD Company Of Ningdu Yellow Chicken

HD Industrial Co., Ltd., founded in January,2001, possesses the registered capital of RMB 82 million, the total assets of RMB 140 million and more than 500 employees at present. The company is mainly engaged in expanding propagation and breeding of poultry and livestock, production of poultry and livestock feed, etc., has become a diversified enterprise group adopting one-stop link type production and operation of growing, breeding, production and processing and selling, and has been named as the provincial level agricultural industrial leading enterprise continuously for many years. At present, the breed cultivated by the company is "Ningdu Yellow Chicken". The company possesses 1 hatchery,1 breeding center (60000 breeding birds on hand) and 2 large breeding bases, with 5.5 million baby chicks hatched and 5 million commercial chickens sold every year, and the annual sales revenue breaks through RMB 200 million.As people’s constantly growing demand on green and safe agricultural products, HD Industrial Co., Ltd. is confronted with a good development opportunity and is also faced with a big market pressure. Therefore, it is necessary to research the marketing strategy of Ningdu Yellow Chicken program of the company and to scientifically plan its future development path.This paper goes through a large number of industrial data and restricted data by using the research method of linking theory with practice, analyzes the opportunities, threats, advantages and disadvantages of the company by the advanced analytical method, and formulates a strategy conforming to the self-development demand of the company by combining the actual situation with the development direction of the company.Firstly, the paper gets the conclusion that company has obvious internal advantages is obtained by analyzing the organization, human resources, finance, production and marketing and technology research and development of the company using EFE matrix analysis tool. Secondly, the external environment of the company is also analyzed by using PESTEL analysis, Michael Porter’s Five Forces Model, etc., and the conclusion that the company has obvious external advantages is obtained by using IFE matrix tool. Based on these analysis and combining the reality of the company itself, the company’s vision of striving to become China’s No.1 brand of quality yellow-feather chickens is defined, and the strategic objective of striving to reach RMB 1.5 billion in 2020 is also determined. In order to achieve the company’s vision and the strategic objective, the enterprise development strategy and the product strategy,brand strategy, channel strategy, price strategy and sales promotion strategy of the company are proposed.Besides providing specific guiding significance for HD Industrial Co., Ltd., this article also offers reference significance to other enterprises of the same kind as to their correct and scientific marketing strategy making in order to cope with fierce market competition.