Non-Starch Polysaccharide Enzymes Marketing Strategic Research Of Kunming San Zheng Group In Yunnan Province

Non-starch polysaccharide enzymes are kind of the safe enzyme feed additive which can effectively degrade non-starch polysaccharide(NSP)anti-nutritional factors in livestock feed.NSP enzymes are widely used in the current feed industry and aquaculture,and have the great market potential.Due to the relatively limited market space in view of the regional market,enterprises need to make scientific and reasonable marketing strategies for NSP enzyme products in order to increasing regional market share and sales.So far,the scientific research and report on marketing strategy of single feed additive products are very rare.Therefore,the SWOT analysis method was innovatively used to study the NSP enzymes marketing strategies of Kunming SanZheng Group in Yunnan province.Firstly,five companies and their NSP enzymes were selected in our study,including on Kunming SanZheng Group,Sunhy(Wuhan)Biotechnology Co.,Ltd,AsiaPac(Dongguan)Bio-Technology Co.,Ltd,Beijing Challenge Group,and Danisco China Company.The article focuses on the SWOT analysis of the internal and external factor indicators for the NSP enzymes of the five groups.Especially,six internal factor indicators and their Scoring system were innovated in our study,including product quality(30 points),product development capability(5 points),enterprises comprehensive R & D capability(15 points),market share(20 points),product price(15 points),and marketing ability(15 points).Through market data research and statistics,the SWOT internal factor comprehensive scores of SanZheng Group,Sunhy Co.,Ltd,AsiaPac Co.,Ltd,Challenge Group,and Danisco were 70.3,93.0,52.4,45.6,and 57.0.Furthermore,combining the Potter five force model,Sunhy Co.,Ltd was determined to the existing competitor for SanZheng Group,and AsiaPac Co.,Ltd and Danisco were potential competitors for SanZheng Group.Secondly,three SWOT analysis matrixes were established to the comparative analysis of Kunming Sanzheng Company and existing competitor or two potential competitors.The "SO" growth marketing strategy,"WO" adjustment marketing strategy,and "WT" defensive marketing strategy for the NSP enzyme products of Kunming Sanzheng Company were archived according to the principle of display Strength,overcome Weakness,Opportunities utilization,and Avoid threats.Finally,the NSP enzymes marketing strategies of Kunming San Zheng Group in Yunnan province were suggested as followings:1.NSP enzyme products of Kunming SanZheng Group should maintain sales price strength for the Yunnan market share by the advantage of the local enterprise marketing.2.Kunming SanZheng Group should focus on the R & D improvement,product and the related technology research for the support of NSP enzymes sale by the advantage of the local enterprise.3.Kunming SanZheng Group should recruit marketing personnel and strengthen marketing team for NSP enzymes market share by the advantage of the local enterprise.4.In view of the limited NSP enzyme market in Yunnan,Kunming SanZheng Group should attaché importance to product quality,NSP enzyme development,and the related technologies development,which effectively avoided the market share lost by the price cut or the enhanced cooperation with the Yunnan local dealers for the potential competitors.