Research Based On The Peanut Food Marketing Strategy Of SSJC Company

Peanut food is excellent in quality and reasonable in price with abundant nutritions. It is loved by most of the consumers. At present, there are many different brands which are in fierce competition in China’s peanut food market.The regional brands are more while the national brands are underdeveloped.The market is in a state of non monopoly. It is very important for the peanut food enterprises to develop their own marketing strategy.SSJC is a professional company engaged in the development and manufacture of peanut food. At present, the company carrys out Undifferentiated Marketing Strategy which is mainly rely on traditional sales channels. In this paper, the PEST and SWOT analysis method is used to analyze the marketing strategy of SSJC peanut food company, and the appropriate marketing strategies for the company is developed according to the theory of market segmentation and the actual situation of the company.The background and the significance of the research, as well as the current situation and trends at home and abroad is firstly introduced in this paper. The environment analysis of SSJC marketing strategy is divided into two parts: external environment and internal environment.External environment includes : macroeconomic environment analysis, industry environment analysis, competitive environment analysis and peanut food consumer analysis.The internal environment includes:present marketing situation analysis, the company’s marketing problems analysis and internal conditions analysis. The marketing strategic objectives is made including the market share objective, the profit target objective, the brand objective and the market development objective. According to the profitability and the value demand of peanut food market segments, the conclusion that the company should implement differentiated marketing strategy is draw.Finally, the marketing strategy is detailed in three phases: leading-in phase, deep phase and stabilizing phase. The marketing strategy control is analyzed from the aspects of the control standard of the marketing strategy, the tracking feedback, the deviation analysis and the corrective action and so on. And the safeguard measures of SSJC company’s marketing strategy are put forward.The market segmentation, the implementation of differentiation strategy and the development of network market and so on are presented in this paper, and the planning ideas and implementation of the marketing strategy of SSJC company is proposed, the domestic enterprises with the industry to enhance the level of marketing can play a certain reference and inspiration. It can play a certain reference and inspiration for the domestic peanut food industry enterprises to enhance marketing.