| With the continuous improvement of people's consumption, beverage industry has moved fast. Numerous new brands are emerging out and constantly impact the old brands. For the old brands, although the influence of the brand is the competitive advantage, the classic items can only meet the needs of consume habits. Take the old brand Master Kong as an example, she still needs to continue to improve the marketing mechanism and apply to the marketing strategies flexibly, only by which can she keep her competitive advantage. Master Kong is an old enterprise for processing food and its beverage products also occupy a big market. But now there are varieties of beverage brands in the market and customers have many choices and how to attract the customers in a large number of beverage products, and how to seize more market share and create more products have been the main problems of Master Kong to be solved in recent years.In this thesis, we take Master Kong beverage business as an example to put forward the corresponding marketing strategy through the analysis of the PEST and SWOT, through which we summarized the current marketing situation of Master Kong beverage products and the current problems of marketing of beverage products. We find that problems such as the declining sales and quality problems have seriously affected the development of Master Kong beverage business. Based on the analysis of SWOT we then put forward the goal and the strategy choice of marketing. And then we put forward the corresponding marketing strategy from the 4 aspects of product, place, price and promotion.In this thesis, the marketing strategy of Master Kong beverage was analyzed systematically, including policy framework and the specific implementation method, which can provide a reference for the enterprises in the same industry. Due to the actual situation of different enterprises, the key of marketing strategy needs to be adjusted according to the actual situation. |
PDF Full Text Request