Shanghai Fresh Flavor Company Marketing Strategy Research

Fast Moving Consumer Goods (FMCG), the one of best future industry in the world,has large market and strong demand with lower industrial bulwark and updating productquickly. Century Co., Ltd., with 7 years experience of FMCG in China, has notoutstanding achievement on product operation. The paper confirms market status andcombined marketing plan through feasibility research, marketing decision analysis, STP(Segment, Target, and Position). Integrate Marketing, the lastest marketing plan, is triedto apply on canned food marketing in the paper. Which tend to reduce the operationalcost and improve consumer's repeated purchase. Otherwise, it brings forward a typicalmarketing model for FMCG..It is reference for food and FMCG companies through the canned marketingdecision of Shanghai Century Co., Ltd.Have a good knowledge of rival and yourself, then you will never lose. Theacademic thesis we discuss uses the question-orientated method and connect my ownexperience that I have got during my working with Century Co., Ltd to analyze theproblems that Century faces from themselves, targeting market, customer value and etc.Which states the development direction of Century, gives suggestions about Centuryfacing opportunities and challenges. So we put forward that Century must make ownstrengths stronger and stronger and avoid own weakness, and set up and strengthencompetitive advantages and grow along a customer-orientated direction, then really canprovide delicious, nutrition, safe and convenient canned food.