Research On The Beverage Marketing Strategy Improvement Of Master Kong Holdings Co., Ltd

In recent years, with the rapid development of China’s beverage market, thecompetition has been increasingly fierce in the beverage industry, new and old brandsparies has become commonplace. Only through improving its own mechanismsconstantly, using of a combination of marketing strategy flexible and accurate, can beaccounted for a place in this fierce competition, and thus to keep up with the pace ofdevelopment of the industry. Master Kong as one of the industry leaders has beenmore prominent in the beverage market with the rapid growth in the consecutive years.In the current competitive environment, how to develop marketing strategies in orderto seize more market share, not only the concerns of business managers, but also thereference of the enterprises.From the analysis of the Master Kong Holding Company beverage business aboutthe political, economic, social, technology, competition and the industry situation,combined with the corporate structure, channel structure, management status, we havesummed up the company’s current marketing strategy focus: to continue to expand thesubdivision of the tea drinks market tastes and specifications, while activelydeveloping new classes, products, expending specification; channels operating on theneed to deepen the channel deep, to re-perfect the management of dealers and staff inthe main cities and develop to the three lines urban. In the situation of limitedresources, we have to seize the terminal market with the sales network of local dealers.The same time, the thesis expanded in-depth on the four aspects of marketing strategyabout product, price, channels, and promotion. Product strategy with emphasis on themarketing focus of the product line, different regions should be operated by adifferent product mix. Pricing strategy highlights the various channel’s price, grossprofit, and promotion principles. Channels in part through the classification andcharacteristics of each channel, summarizing the marketing, human structure anddistributors architecture based on the channel characteristics. Promotion strategy withemphasis on the era of “late of anther bottle” Master Kong strategy shift the focusof the frozen network provisioning, branding and normal promotion was made by thesupplement. Finally, the thesis strengthen the three aspects of the implementation ofsafeguards about corporate culture building, marketing manpower training, andprocess management to ensure the implementation of the marketing strategy. The thesis has been review systematic about Master Kong beverage marketingstrategy; there are existing policy framework, and specific implementation strategyfor the same industries and enterprises to reference. The actual situation of differententerprises are facing, the focus of the marketing strategy still need to be adjustedaccording to actual situation.