The Research Of Sealed Air Marketing Strategy Of Chilled Meat Shrink Bags In China

China is the biggest country on meat consumption, with the risingimprovement of standard of living, the chilled meat is becoming morepopular because it’s hygienic, safer, better on nutrition and taste, which isboosting the increase of chilled meat market demand. Shrink bags isdominant chilled meat package in global market that helps improve hygieneand prolong the shelf life, its market is being boosted by rapid increasingchilled meat demand and the awareness of Food Safety. Sealed AirCorporation is the leading company of Shrink bags in the world, to find away to develop and expand the business in this emerging market is animportant part for its long term operation in China, as well as continuousgrow in global market.This thesis introduced the market analysis of chilled meats and Shrinkbags in China today and trends. The potential market of chilled meat Shrinkbags was predicted on the basis of the regression analysis on pork demand byusing the reference of development historical rule in western countries forShrink bags against chilled meats. By analyzing outer environment and itselfof Sealed Air Corp, and doing SWOT analysis, the choice of market strategythat is to grow the business by developing market was made. Then, based onit, the segmentation matrix was used to choose the target market with the useof variables of customer size and its market, as a result, the producers withmodern slaughter houses who are supplying to supermarkets and/or their ownbuttery chain stores were considered to be the market segment for Sealed Airchilled meat Shrink bags. Further to this, the target customers and positioningadjustment were suggested. On the basis of above STP jobs, the adjustment on Pricing, Products, Promotions and Places strategies were recommended toSealed Air, the suggestion on combination Services marketing strategy (focuson the direct customers) with End-user market Pull strategy (focus onsupermarkets/buttery stores-indirect customers) was particularlyemphasized to make “Push–Pull” effect in the market, which is crucial todevelop chilled meat Shrink bags today in China. In the last place, severalsuggestions on organization structure and motivation system were providedto ensure the smooth running for the proposed strategies.