The Strategy Research Of KC Company's Baked Food Marketing

In recent years,China's economy has developed rapidly,by taking advantage of the east winds,the food industry's level has also greatly improved.With rich aroma,crisp taste and attractive appearance,the baked food are increasingly becoming popular food.The output value of the domestic baking industry is growing at a high speed and has a promising future in the market.KC Company is an airport food company,the aviation catering is the basic business of this company.Nowadays,the aviation business is facing severe challenges.How to expand non-aviation business(ie,the airport food company's business other than the aviation catering business,referred to as non-aviation business)is especially important.KC's non-aviation business is primarily focused on baked food.This paper,through the research on KC's baked food marketing strategy,provides effective advice for its non-aviation business development,promotes its performance improvement and increases corporate efficiency.This paper uses the literature survey method,comparative analysis method,the combination of theory and practice;through the "PEST" model and Porter "five force model" to analyze the marketing environment of KC baked food,it is found that the company has a slow market reaction,high product prices,weak brand,weak logistics and distribution,low-end market share low,lack of perfect supply chain platform,etc.;but this company has high standard food safety production management system,with aviation quality endorsement and better industry reputation,and it has the advantages of product research and development capabilities above the baking industry level.in addition,KC company also faces pressure from suppliers,buyers,substitutes,and peer competition.By using STP analysis to clarify the market positioning of KC's baked food market: mainly based on first-tier and second-tier cities,and with the help of third-and fourth-tier cities to build regional markets,focusing on chain catering customers,baking chain customers,hotel customers,supermarket customers and special customers to develop customers,aim at expanding the mid-end and high-end consumer market.At the same time,KC's baked food marketing strategy is formulated from four aspects: product strategy,price strategy,place strategy and promotion strategy.By strengthening unit management of the non-aviation business organization,optimizing non-aviation business unit human resources system,and with the support of internal financial,research and development,production quality control,warehousing and distribution,corporate culture,to ensure the implementation of marketing strategies;Help KC company to enhance market competitiveness and has a place in baked food industry.