The Research On Marketing Tactics For Fucheng Beef

The competition in the beef processing industry is quite intensive .As anenterprise in such circumstances, Fucheng Wufeng Ltd Company has to adjust itsmarketing tactics. During the research on the marketing tactics for Fucheng WufengCompany, the author studies deeply on the internal and external environment ofFucheng Wufeng Company, on the basis of the theories of strategy and marketing.The thesis utilizes the system methods, including IFE matrix, EFE matrix, SWOTmatrix, QSPM matrix and AHP, to evaluate the strategy environment, ensures thestrengths, weaknesses, opportunities, and threats, sets up the marketing strategy ofFucheng Wufeng Company, and puts forward certain tactics in term of 4Ps.Along with the development of China's economy, the optimization of animalhusbandry structure and the adjustment of people's meat consumption, the increaserate of beef has exceeded that of pork. The processing of beef in China has come intoa new stage: sufficient supplies, stable prices, increased demands. However, there arestill some issues existing: lack of large scale beef manufactures, poor quality of thebeef because of the low level of processing technique, inconsistent industrial standardof raising cattle and dividing the bodies of them.Therefore, the focus for Fucheng Wufeng company should be the developmentof cooling beef , divided beef and the deep processed products of beef.