The Success Of A Good Mind Food Companies In China - The Small And Medium-sized Food Enterprises In China's Marketing Strategy

In the early of 1980抯, many famous international food corporations such as Nestle, Mar抯, Cadbur-y etc started to expand their business into China with the deep of Chinese opening policy and development of economics. These famous food companies got great success by taking advantage of their quality product, good image of brand and their huge marketing investment in China market. Their success not only satisfies the diversified Chinese consumer抯 needs but also bring new marketing concept to Chinese entrepreneur.In the early of 1990抯, the earlier international food player found their position and built up brand awareness in China market. These famous Food Company and local Chinese company had shared Chinese market. Competition in China market was fiery since that time. It is impossible for those foreign middle and small size companies to invest huge marketing resource or contribute their profit from local market in Chinese market to obtain market share whose annual sales is below l0billion USD. How to find business opportunity and define target market to obtain market share from stronger competitor by using limited resource are the hot topics of middle and small size food company.The author used to work for Hershey Food Corporation 4 years; he involved and implemented all marketing strategy and activity when Hershey entered into China. In this paper, the author will study and analysis Hershey抯 marketing strategy from product, price, promotion and distribution to summarize Hershey抯 successful experience in China.In the end of this paper, he will give his recommendation to those middle and small size Food Company who intend to develop business in China to increase its revenue.