Marketing Strategy Of Xijie Feed Company In Sichuan Province

Feed industry in Sichuan has achieved a lot in the past 2 decades. Feed mills are more than 800 now, and the competition in this market is very intense. Of all the feed mills, only several firms developed very well, but most of the middle and small-scale feed mills struck for survival. If the market situation changed, most of them would stop producing or go bankrupt.Then, how can the middle and small-scale feed mills become stronger and stronger in tide of market economy? Everyone has different ideas. According to a lot of facts, this thesis will explain the problem from the angle of marketing, and it also gives a case of Xijie feed company which is entering Sichuan market. The essay is also based on analyzing situation of Sichuan and China's feed industry market in detail.Firstly, the paper analyzed the situation of Sichuan and China's feed industry, the influence after China entering WTO, and introducing Xijie feed company.Secondly, the thesis put great emphasis on analyzing opportunity and challenge in Sichuan feed industry, and analyzing competence of Sichuan feed mills and Xijie company.Thirdly, The paper segmented Sichuan market, decided target market of Xijie company and positioned Xijie's products. According to this, we formulated marketing mix strategy. Namely, Xijie company produce high quality products but sells at feasible price. By active advertising and promotion, Xijie's products can quickly penetrate into high quality product marketing and occupy a part of market share.Finally, the thesis introduced the effect of carrying out the market strategy in Xijie company.