Xinjiang Chalkis CO.,LTD's Tomato-made Product Marketing Strategy Research

Tomato manufacturing industry is one of the important industry as well as a distinctive economy of Xingjiang. As a complementary strategy for the major industries of"oil"and"cotton"industry, this industry indicates the theory that transfers the resource advantage into economy advantage and got new economy increase. Xingjiang has more than 20 years experience of tomato planting and manufacturing. Tomato industry is becoming more and more mature, which brings good product price and quality. By the end of 2005, in Xingjiang there are 43 ketchup factories, 137 production lines and an annual production capability of 500 thousands tons. There are several leader enterprises such as XINJIANG CHALKIS, Xinjiang Tunhe Co.,Ltd and Xinjiang Tianye Co.,Ltd, they export tomato-made products for more than $100 millions every year. Now tomato manufacturing production of Xinjiang shares 90% of China market and 25% of the world market. This makes China the third tomato manufacturing country after the U.S.A and Italia. Xinjiang tomato industry have established a characteristic industry chain through supporting leader enterprises, developing production base and cooperating with farmers. But the comparative advantage haven't been transfer to competitive advantage due to poor product structure, short value chain, poor network and dependence on international market etc.This thesis researched marketing environment by taking one of the leader enterprises---- XINJIANG CHALKIS CO.,LTD as an example and using PEST, Baud's model of five competitive strength and SWOT analysis technique etc. Based on the environment analysis, using Philip Kotler's marketing theory, advised a marketing and implement strategy option for Xinjiang Zhongji.