Research On Giv Company For Developing Strategy Of Fragrance Product

With the sustained and rapid development of economy and the deepening process of marketization,the competition in same trade gets increasingly fierce in China.By the action of continuous improvement of information technology and the management level,along with the personnel turnover within the industry,all enterprises follow suit with each other in marketing strategy,leading finally to marketing homogenization and prevalence of the price war,which results in low profitability,restricted space for future development and the lack of customer loyalty.The enterprises have to seize the market share mainly by the method of decreasing the profit.Giv company is faced exactly with this situation.As a globally leading fragrance & flavor manufacturer,Giv company has maintained rapid economic growth during the early development period in China market.Nevertheless,owing to the foreign competitors constantly entering China market and the domestic players gradually maturing,the competition in the fragrance & flavor industry is extremely intensified ever than before.Under these circumstances,the growth rate of Giv company's market share and sales turnover has the possibility to slow down or even decline.It has become very normal for the enterprises to fight for market through price competition.In this thesis,based on the working experience and extensive research,the author selected Giv company's personal care fragrance business as the new product development research content.This thesis first analyzes the internal and external environment of Giv company's personal care fragrance business in China,especially focusing on analyzing the similar products on market and the competitors' brands & their situation.In the meantime,the products,customers and the operation of Givaudan are also elaborately studied in the thesis.In the basis of above analysis and theoretical study,a strategic adjustment plan on Giv company's current new product developing strategy is proposed in this thesis,implementing the marketing differentiation into four aspects including product,price,channel and service.A new developing strategy is structured for the enterprise,comprising the positioning of target market,the performance of product portfolio,the adjustment of pricing strategy and the strengthening of service.In the end,the author makes the conclusion of the research work,points out the deficiency,and looks ahead the prospection of future work.