Research Of K Brewery's Marketing Mix In Shantou City

This thesis researches into one question: how to raise the market share of K Beer in the city of Shantou, so as to get the K Brewery out of the threatening situation.Based on the analysis of the external factors, including the macro environment and the competition in the beer industry, it is concluded that Shantou is a potential market for beer and the relative external factors are divided into Opportunities and Threats for the K Brewery.Furthermore, the internal factors of the K Brewery are summarized into Strengths and Weaknesses.Combining the above mentioned Strengths, Weaknesses, Opportunities and Threats, the TOWS matrix works out four types of marketing strategies: SO strategy, ST strategy, WO strategy and WT strategy that offer the K Brewery possible solutions for the future and guide the further suggestions in this thesis:(1) Expand the target markets of the K Brewery in Shantou and improve the market positioning strategy;(2) Adjust the 5Ps marketing mix to make good use of the core competence of the K Brewery: K Beer is the only locally brewed organic beer in Shantou.The solution and suggestion in this thesis aim at the growing of K Beer's market share in Shantou.