The Marketing Strategy And Tactics Study Of Bugles In Shandong Province

With the more than thirty years’reform and opening up, China’s economy has been rapidly developed, and people’s consuming level has also been constantly improved. Along of this, the leisure food industry developed accordingly, whose market scale grew at a dramatically speed in the recent years. The puffed food industry, who occupies a large proportion in the whole leisure food industry, also become popular to the customers, and the market prospect of it is very broad.Being introduced into china by its parent company, general mills, in1997, Bugles have successively entered into more than three hundreds cities in the East China region and central and western region, and achieved plenty of good results. In2001, Bugles began to debut on the Shandong market, and so far, the history of its process is more than ten years. Through a combination of theory and practice, this article mainly analyzed the process of how to formulate and evaluate Bugles strategies in Shandong market. Meanwhile it summarized ten years of gain and lost of Bugles in Shandong.Based on the deep analysis of Bugles’marketing environment, along with some treats of Bugles itself, we made a comprehensive SWOT analysis to the Bugles. Through this, we made it clear about the strengths, weaknesses, opportunities and threats of Bugles, and also defined where the core competitiveness of it lied. Then we established the selection of target market and the positioning of Bugles, after which we formulated the strategy of Bugles in Shandong, and described the strategy detailed in four aspects:the product strategy, the price strategy, the place strategy and the promotion strategy. Next, we assessed the effect of strategy through some statistical data which is provided by our company after the implementation of the strategy. At the end of the paper, we made a summary of the development moles of Bugles in Shandong, and put forward some possible problems and suggestions to improve.