Marketing Strategy Study On Jilin Tobacco Industrial Co., Ltd

With rapid global economic expansion, China has been become the member of WTO and the"World Framework Convention on Tobacco Control"for many years. The world's big brand tobacco producers has been eyeing on Chinese tobacco market for long time and attempt to gain the profit by sharing Chinese tobacco market. In order to compete with all rivals, in recent years Chinese tobacco firms has made significant reform and integration, gradually merged small size firms to a larger group such as the establishing of HongTa Tobacco Group, China Tobacco Guangdong Corp, Shanghai Tobacco Group, and China Tobacco Hunan Corp etc. As same as others, Jilin Tobacco Industrial Co., Ltd has been restructured and merged during this time. After Chinese tobacco industry's integration, the competitiveness is gradually increasing. Original competition has been become among those large industrial groups from small-mid size tobacco factories. In 2010, National Tobacco Bureau has initiated the development strategies which are named"532","461"and"Double 15". All large industrial enterprises are competing each other to be determined if they can be part of strategies.This article provides deep analysis about Jilin Tobacco Industrial Co., Ltd based on the current situation and the trending of tobacco industry. It also discovers company's strength and weakness by applying SWOT methodology.The article is partitioned into five parts: the 1st chapter, introduction section, to introduce the research background, the definitions, and the directions; the 2nd chapter, a detailed analysis of external marketing environment; the 3rd chapter, the analysis of company's internal resources and strength and weakness assessments; the 4th chapter, discuss company's marketing strategy, segmentations and strategy disposition by applying SWOT methodology; the last chapter, establish correspondent products, prices, and marketing promotion strategy.This article provides detailed analysis and research on Jilin Tobacco Industrial Co., Ltd's marketing strategies with applying strategic management knowledge and methodologies. It finds the weakness of company's marketing strategy and provides the opportunities of marketing segmentation with products improvement recommendations.