Research On The Optimization Of Canadian Marketing Strategy Of D&C Company’s Fresh Fruit

Fresh-preserved fruit has the advantages of high nutrition,high dietary fiber and low calories.With the increasing attention of consumers to their health,the demand for fresh-preserved fruit varieties and the pursuit of diversity are also increasing.D&C Company has been engaged in the export and management of fresh fruits to Canada for more than 20 years.However,due to the lack of marketing concept and the lack of emphasis on marketing work,sales volume and market share have not been effectively improved and increased in recent years.In the face of the fresh fruit market increasingly competitive today,the international trade environment because of the outbreak appears uncertain factors increase the adverse situation,Kingston company how to understand and study the Canadian market consumer demand and preferences,formulate marketing optimization strategy with scientific,pertinence,is as the company needs to face and solve the problem.This paper takes D&C Company as an example,takes the optimization of the marketing strategy of fresh-preserved fruit in Canada as the research topic,and mainly uses the literature research method,market survey method and case analysis method.Firstly,combined with the marketing status of D&C Company,and through the market survey of Canada’s fresh-preserved fruit market,from the perspective of 4P marketing mix theory,analyzes the existing problems of D&C company’s current marketing strategy;Secondly,PEST analysis method is used to analyze the overall marketing environment of Canada’s fresh-preserved fruit market from a macro perspective.Through the micro environment analysis,the advantages and disadvantages of D&C company in the market competition and its position in the industry are objectively evaluated.At the same time,combined with SWOT matrix analysis method,it is clear that D&C company will take S-O as the main market development direction.Thirdly,the STP marketing strategy theory was used to comprehensively optimize the strategic direction of Company’s Canadian fresh-preserved fruit market target market,and combined with 4P marketing mix theory,the overall marketing strategy optimization scheme of D&C Company’s Canadian fresh-preserved fruit market was formulated;Finally,it puts forward the guarantee measures to optimize the management organization structure,strengthen the marketing team construction,construct the digital marketing system,and improve the cold chain logistics supply chain management.This paper makes comprehensive use of marketing theories and research methods to put forward targeted marketing optimization strategies and safeguard measures for fresh-preserved fruit in Canada,so as to provide reference for D&C Company to further open up the fresh-preserved fruit market in Canada,improve sales volume and market share,and formulate scientific and reasonable marketing strategies.At the same time,it will also provide reference for other fresh-keeping fruit enterprises to explore the Canadian market,and provide reference for the research,formulation and optimization of marketing strategies.