The Strategy Of Marketing Channels For SF Enterprise In China

Chilled meat industry is experiencing a quickly development period recently in China. The output of meat industry had reached 151 trillions and the growth rate is 25.5% in 2007, In the next few years, the meatpacking industry had also showed a new stationary growth term, and it had already changed from an old industry to a new quick developing industry. Some organizations forecast that the output value of China's meat industry will increase 200 trillions in 2011. in recent years, the consumption of meat in China has a apparently structural change from refrigerant meat to hot fresh meat and from hot fresh meat to cool fresh meat. At the same time, the competition in meatpacking industry is becoming more and more drastic and the marketing channel becoming more and more important.Expanding the plant's facilities and product line became the key to a growth cycle that promoted SF Packing Company from a family business into a large, investor-owned and publicly traded company. Today the company retains its family heritage and has become a worldwide marketer of pork products, SF Food's largest subsidiary and one of America's largest meat companies。The company was first entered China in the year of 2008 with the first order with China, and from that, SF had already planned to entered China in the following next year. With the severe competition in the current China market, how to construct the market channel and expanding the China market is the facing problem for the SF company.In this paper, We had listed all the current marketing problems and analyzing the problem using PEST,SWOT and 4Ps tools and theories, and also the settling actions and strategies had also put forward in the last chapter.With the popular marketing channel theory and the current condition of SF company's marketing channel, the paper gives the resolving way, in which we will make an intensive cultivation on SF CompanyThe marketing channel optimization solution is not only can take into effect on SF company, but also can give the direction for other similar enterprises' marketing channel optimization.