| SE is one of the biggest forestry and paper-making enterprises in the world,headquartered in Helsinki,Finland.As a diversified company based on wood,the company’s business involves six major areas.Each business group has different performance in different countries and markets,and its position and importance in the whole company are different as well.Among them,the food service board which mainly used for paper cups,dining paper bowls and instant noodles bowls producing,are a relatively small product segment of the packaging materials division.Sales volume of food service board in 2019 is 98000 tons in mainland China,reached 650 million yuan with the market share of about 10.2%.In recent years,the annual growth rate of the food service board market is over 10%.With the strict environmental protection policy,the incremental space of this market will continue to expand.However,with the rise of domestic competitors,the market competition is becoming more and more fierce.This paper aims to deal with the risks and shortcomings in current marketing practice for SE food service board in China market.Based on the knowledge of modern marketing theory and the analysis of external and internal marketing environment,the relevant marketing optimization scheme has been put forward.This scheme will be helpful to improve the marketing share and sales performance of SE food service board in China market,also to shine the SE brand and its product in the industry.At the same time,it can also provide marketing strategy reference for other peers which also produce food service board.For SE food service board market segmentation and positioning,This paper emphasizes the importance of paper cup market,especially the hot cup market represented by coffee and milk tea cup.Developing more high-end projects in the paper bowl and instant noodle bowl market on the premise of ensuring the existing market share.With the analysis of the current marketing performance of SE food service board,this paper points out some practical problems like mono products line,inflexible pricing,chaotic channel management and plain marketing promotion.To solve these problems,this paper also comes up with the marketing optimization scheme in terms of the product strategy,price strategy,channel strategy,promotion strategy and service strategy.In order to ensure the scheme implementation,the action plan and guarantee measures of the marketing strategy scheme are designed,that is,recruiting excellent talents,pay attention to staff training,strengthen team building and cross departmental cooperation,and appropriately adjust the assessment and incentive policies.At the same time,the company should provide guarantees for the strategy implementation by means of finance,SAP system etc. |
