The Research On Marketing Strategy Of Best Company's Dairy Farm Cleaning And Sanitizing Products

Best is a US chemical company that provides cleaning and sanitizing solutions for customers in a wide range of industries.The customers of Best Food & Beverage Division are mainly food and beverage manufacturers.Since 2013,due to the decline of the beverage industry,the performance of the Food and Beverage Division has begun to decline.The company readjusted its strategic direction and selected several new business development directions.Dairy Farm cleaning and sanitizing is one of them.However,this is a new field for Best Company.Compared with the food and beverage processing enterprises,there are huge differences in production process and product structure.The original products and marketing methods cannot be directly copied.Therefore,the company needs to re-select the cleaning and sanitizing products for Dairy Farm segment and develop corresponding marketing strategies.This paper focuses on development of marketing strategy for Dairy Farm cleaning and sanitizing products.The author first analyzed the macro environment of the dairy farm industry with the PEST model,and sorted out the scale and competition pattern of the dairy farm cleaning and sanitizing market,and concluded that Best has a room for growth in the dairy farm cleaning and sanitizing market.However,from the current business situation,Best's market share in the dairy farm cleaning and sanitizing market is very low;there are many problems in the marketing method.Therefore,based on the STP and 4P theory,the author developed marketing strategies for Best's dairy farm cleaning and sanitizing products.To gain market share from competitors,Best has to change market segmentation by shifting the measurement from company scale to product and services oriented,and re-select the right sub-segments.Best has to find a differentiated positioning,and adjust the strategy of all the 4 aspects including products,prices,channels and promotion.The marketing strategy developed in this paper has made a clear plan for the expansion of the dairy farm cleaning and sanitizing business.Hope it can provide reference to similar enterprises for the development of marketing strategies.