Shenzhen Zebra Trading Co.,Ltd. Differentiation Marketing Strategy Research

Shenzhen Zebra trading Co.,Ltd(Hereinafter refer as “Zebra Company”)is an import-trading company established in coastal city at earlier period.As a traditional trade type enterprise has been established 20 years,its development influenced by the development of Internet as well as logistics industry in recently,which brought about the challenges in the market.Especially in recent years,some big international large-scale supermarkets stationed in China,Like Wal-Mart,Metro,etc.For example,the international large-scale supermarket on commodity purchasing cost and purchasing items have more advantages than Zebra Company,and as the Internet and the international logistics development,the rise of international overseas online shopping also impact on the company's retail market.From the perspective of the operating conditions of the Zebra Company currently,B2 B wholesale business already saturated,how to extend its retail-sales B2 B market already become Zebra Company's next steps.This thesis using SWOT and Michael Porter's Five Forces Model to analysis the company's present situation,as well as the advantages and disadvantages comparing with competitors.I took three in-depth interviews with a senior practitioner in imported food industry and two long-term buying imported foods customers.Through this way,awareness of the choice of target customers and buying motives,as well as based on the segmentation and positioning target market.Then put forward some feasible differentiation marketing strategy recommendations.Firstly,in terms of product differentiation strategy,products price is the disadvantage of the company,quality is the company's advantage.Secondly,in terms of service differentiation strategy,foreigners in China accounts for more than half of the target consumers,the corresponding foreign language service is the company can offer the advantage of service.Finally,in terms of channel differentiation strategy,to establish its own brand of shopping website and mobile shopping APP,not only can provide personalized service mode,also create their own unique brand imagination.With customized advertising products,the characteristic of integrated services and interactive Internet channels to promote the implementation of the steps,to achieve the goal extend to B2C customers.