The Research On Coca-Cola LNN Company's Hypermarket Marketing Strategy

Hypermarket retail business is one of the most profitable marketing modes in modern society.China,as a world power,has been the arena where retail business giants compete against each other.In recent years,such retail business giants as Walmart,Rt-mart,Carrefour and Tesco have opened more than 1000 hypermarket stores.The Coco-cola Company business in Chinese market has gradually attained maturity.In this fiercely competing environment where opportunities and challenges co-exist,the enterprises need to strengthen their marketing conceptions,grasp ever-changing information in the market,and formulate a set of practical hypermarket marketing strategies on the basis of sufficient consideration of their own circumstances.This dissertation has done a wide range of researches.It employs marketing theories as theoretical basis to deeply analyze Chinese hypermarkets from the perspectives of political,economical,social and technical environment.It first uses"Five Forces Model" to deeply study the five competing forces of the Coco-Cola company products.Then it places emphasis on the analysis of the advantages and disadvantages of the Coca-cola company in hypermarket channel as well as the threats and chances it confronts,and the analysis is done with the SWOT matrix.By analyzing the hypermarkets' STP,this dissertation make out the Coca-cola company's target consumers and the subtle division of its products.Furthermore,the dissertation then make out a complete hypermarketing strategy for Coca-Cola company from the perspectives of product strategy,price strategy and promotion strategy.In conclusion,the dissertation suggests a series of measures to ensure the implement of the marketing strategy.The study in this dissertation not only offers instructions to the development of Coco-Cola Company's hypermarket in China,but also provides some guidance to the development of other drinks company's hypermarket in China.At the same time,it provides intellectual platform and research conceptions for and functions positively in the follow-up study on Chinese hypermarket for drinks business.