Analysis Of CJ's L-Lysine Marketing Strategies In Its Chinese Market

Focused on CJ's L-Lysine business in its Chinese market, this thesis mainly discussed the following issue:1. The environment and development tendency in the feed industry.The study firstly gave an analysis on the society environment, the politics and law regulation, the economic situation and the technical condition in the feed industry in China, then pointed out that the feed industry was an industry with tremendous development potential, as one kind of the feed additives, L-lysine was meeting its prosperous growth opportunity.2. The Competition and development tendency in the feed additive industry. By using the Five Force theory, and through the analysis of customer,analysis of new comer, analysis of substitute, analysis of supplier and the current competitor in L-lysine industry, the study make sure of that CJ has both opportunity and threaten in Chinese feed additive market, then pointed out that it's not optimistic in L-lysine HCL market, and the tendency should be of advantage to L-lysine H2SO4..3. CJ's lysine business.Through BCG theory, it made an analysis on CJ's L-lysine HCL business and the developing business which called L-lysine H2SO4 business, thus to indicated that L-lysine H2SO4 business should be the most important project for CJ, and it...