The Diagnostic Marketing Of Hangzhou ZWG Company

Hangzhou ZWG is a large-scale catering company which products special food including pasta, Chinese fast food, Chinese meals and takeaway food. Now it has kinds of chains stores about 62 which surrounding the areas of Shanghai and Hangzhou, a building area of 4,000 square meters of the chain of distribution center and a building area of 28,000 square meters of modern large food factory. As the new increasing problems on diagnostic marketing during managing and developing emerge when the old problems still exist and the new problems about macroeconomic environment, social resources and others appear, however, the managers of Hangzhou ZWG have to fully rethink and reflect. Under these conditions, the investigating for five years for the marketing company of Hangzhou ZWG since 2004, obtained some thinking about the tactical company's marketing strategy in Hangzhou ZWG.Here is the unique diagnosis of marketing theory by the use of theoretical knowledge learned in MBA, concluded by diagnosis of the external problems, internal problems and marketing problems.Here is the three parts of my paper:1. Describing the main object and purpose, and expressing the basic process for diagnostic purposes and framework model.2. Targeting marketing diagnosis and the use of such theoretical analysis 4P for Hangzhou ZWG.3. Solving the problems of marketing and processing results of Hangzhou ZWG.Finally, it is application strategies by name of Theory 4G (GAZE, monitor their customers and target customers looking; GOOD, high quality serving and environment; GREEN, raw material base of green and healthy; GRACE, high quality dining environment with a unique taste) that is put forward. It gives analysis of strategies to solve the practical problems during business and offer assistance to the future work for Hangzhou ZWG. Even there is some reference on other Chinese food enterprises.