A Study On Marketing Strategy Of Sibo Run Beverage

Currently, the fast moving consumer goods of all kinds of products in the field has greatly enriched the vast majority of consumer goods face is dominated by a buyer’s market, competition among producers is intense, to seek a breakthrough by innovative marketing concept, the production among the many competitors who stand out the inevitable choice. Siborun drinks belong to Baotou Hui Xin Industrial Company’s brand products. Baotou Hui Xin Industrial Company was founded in 2008. After six or seven years of development, now it has developed into the international modern company with staff of 1500, annual sales of over a hundred million. Its beverages business scope covers the production and sale of Baotou City and the whole of the western region of Inner Mongolia. Since Siborun drinks enter to the western region of Inner Mongolia with its good quality and good service system to create value for consumers, it has achieved good achievement. With the economic development of the western region of Inner Mongolia,numerous beverage brand entering into this market, and consumer demand for variety,beverage industry has formed into a new pattern. In such a challenging situation full of opportunities and challenges, it is a urgent problem for beverage production enterprises to solve about how to adjust their strategies to acquire advantage position, to meet consumer demand, to win in the competition. This paper is based on the beverage industry development background in recent years. First the domestic and international scholars’ relevant theory of enterprise strategic research was analyzed. Second combining with the actual situation of Baotou Hui Xin Industrial Company,through the use of PEST analysis method to analyze the external environment facing and the external industry impact factors of Siborun drinks. By using SWOT analysis method to summarize the Opportunities and threats, strengths and weaknesses of Siborun drinks. Propose the marketing strategy problems by analyzing the internal marketing conditions and existing marketing strategies of the drinks. According to the analysis of the problems, give some suggestions for improving the marketing strategy of Siborun drinks. To recap, the conclusion of improving the marketing strategies was achieved aiming to improve the performance of Siborun drinks in the western region of Inner Mongolia market through marketing strategies research, expand enterprise’s profit ability.