Research On Marketing Strategy Of Watson Food & Beverage Company

FMCG has witnessed its gear-down or even recession as the market environment changes,while FMCG industry is also undergoing its restructuring.Some of the traditionally best-seller products are likely to be weeded out and replaced by the new products.The increasingly intense competitions between enterprises surely lead to the fact that some enterprise are knocked out of the game due to failure to be transformed to be adapted to the changing market and some enterprises stand out thanks to their constant adjusting of market strategy to meet the marketplace.In respect of product,a successful enterprise shall launch and fine-tune its product to make its marketable and in respect of sales channel,an efficient and well-commanded team is a must.An exceptional sales performance requires both correct decision-making and effective execution.This paper discusses Watsons Food & Beverage's marketing status quo and its concerns from the aspect of product,channel,price,promotion and marketing team and its inner and outer advantageous and disadvantages,based on FMCG industry's features and SWOT.Under the above context,this paper introduces the domestic and global marketing theories to analyze its existing problems in management and execution of market planning,costs estimation,new arrivals,operation efficiency,organization structure and brand control and gives some ideas in respect of product strategy and combination,price system optimization,promotion and promotion package and relationship marketing strategy.Watsons is advised in this paper how to make plans and adjustments in respect of marketing strategy.Finally,it explains how to ensure the implementation of the entire marketing strategy by setting up a mature organization and strategy,well-established culture and system,proven performance management system and efficient marketing risk system.