Research On Marketing Strategy Optimization Of XT Company’s Imported Coffee Business

In recent years,China’s import trade has developed rapidly.With the continuous improvement of people’s quality of life,consumers’ demand for the quality of daily consumer goods has become higher and higher,and the demand for imported products has become increasingly strong.The unique flavor of coffee products can meet the three needs of physiology,emotion and social interaction at the same time,which is favored and loved by global consumers.Since 2017,China’s coffee trade has been in deficit.With the increase of per capita disposable income and the demand for social identity expression,domestic consumers’ demand for coffee has increased dramatically.However,compared with coastal areas,the coffee culture in Southwest China is obviously weak,and the source and channel of goods are relatively single,which cannot form a larger supply cycle.It is particularly important for enterprises to break the deadlock and achieve better development in the current environment.As a large comprehensive foreign trade enterprise located in Chongqing,a municipality directly under the Central Government,XT began to import raw coffee beans in 2017.The source of procurement was TAFDAG,a top coffee bean producing area in Ethiopia.In 2020,XT became the first enterprise in Chongqing to import raw Ethiopian coffee beans through Chongqing customs clearance.In 2021,it established its own coffee brand,Bike.On this basis,the single channel of the market and the lack of Internet marketing experience of trading companies have become obstacles to the current development.How to achieve better marketing objectives,better develop online channels and improve profitability is the key to the development of the current import coffee business.This article uses relevant marketing theories to analyze the marketing strategy of XT Company’s imported coffee business.Collected research literature related to import and export trade and coffee trading at home and abroad in recent years,and used literature analysis to sort them out,providing theoretical reference for this study.Next,through a questionnaire survey of past consumers and a survey of internal employees of the company,we analyzed consumers’ consumption preferences,their opinions on products,and the company’s internal evaluation of the current sales situation of the business.Then,we analyzed the macro environment,competitive environment,and internal environment of XT’s imported coffee business,laying a foundation for subsequent analysis.Then,using the 4P theory,the marketing strategy of XT Company’s imported coffee business is analyzed from the aspects of product,channel,price,promotion,etc.,and the existing problems and reasons in the current strategy are summarized;Use STP theory to summarize reasonable business marketing objectives,combine environmental factors,and propose optimization suggestions for the current marketing strategy.Finally,propose a safeguard plan for the optimization suggestions.