Study On Premix Marketing Strategy Of E Company

Since2008, global feed production has increased from580million tons to724milliontons in2010. The feed production in China reached150million tons in2010, whichhas been the second position of the world for17years. It is said that who wouldcontrol the global economy as he controls the petro; who would control the humanbeing as he controls the foodstuff. So feed industry is just such an important industry,which is close to the foodstuff.As the author of this paper, I don’t want to study something involving the whole feedindustry, but a detailed cell-E company inside the premix branch. I would study themarketing strategy based on E company. The main target is to offer a marketingsolution with the classical marketing strategy theory, connecting with the Ecompany’s profile at the same moment.E company is the foreign company, whose parent company holds the balance inEurope or even in the whole world. But finally, it decided to build the first plant inQing Dao after several years’ hesitation and trying in3positions. China has a hugepopulation and stable and high-speed economy development, and it’s going to be thebiggest feed market all over the world. So Qing Dao plant would not be the only oneobviously, the following problem is how to develop and compete in this big area.The advantages of E company are the formulas R&D, advanced equipments andmature products control system. Due to the relative dispersive breeding market,current customers in China’s feed industry are more sensitive for the price andperformance in short term., which limits the advantage of E company. Just theopposite, E company’s disadvantage with higher cost is easy to find. The truthvalidated this. The current premix production is about10thousand tons every yearsince the launch in2008, which is about3percent of the Shandong premix marketshare. You would be defeated if the development is lower. It seems anxious accordingto the current way. And it’s necessary enough to find a better way by changing themarketing strategy. In addition, it should be as a sample for other companies in thesame industry through E company’s analysis of the marketing strategy. It’s expectedthat there would be some contribution to the China’s feed industry development. I think that it’s feasible to re-establish a set of marketing strategy based on the goodstudy of the market profile and E company’s character, with the classical marketingtheory. It’s thought that E company should develop more in the pet food premix.Because it has a higher limit, which can keep most of the competitors outside thisfield.