The2014Marketing Plan Of DP Tea Company

DP was founded in1995, which is in Meizhou City, Guangdong Province. The mainbusiness is the West rocky quality tea. Since the company was establishment, that the goodquality tea and beautifully packaged quickly won the Meizhou market. In1999the companyhas been rated as agricultural enterprises in Guangdong Province. But in recent years, ascompetitors continue to enter and imitated, the Tea market is appearing that all kinds of brandlooks confusion, There are various brands in the market and there is also no standard,resulting in DP brand’s market awareness is not high, slowing down the pace of developmentof the company. In order to continuously improve the brand awareness, enhance the companyimage, develop new markets and expand the company’s sales network, DP companies need tore-planning2014annual marketing strategy. In this paper, we give a comprehensive plan ofDP Marketing efforts in2014.In this paper, in the background of Chinese tea marketing and brand building, we do aanalysis of environment situation of Guangdong tea industry, use the PEST tool to analysisthe company in which the macro environment, do a comparative analysis of the DP’scompetitors.Then, we further analysis the company’s own strengths, weaknesses and externalopportunities and threats in the environment with the using the SWOT tool. above thoseanalysis, we use the STP strategic to choose the object markets and do a position of the DPcompany based on the characteristics of Guangdong tea market and consumer behavior.After we conducting the internal and external environmental analysis and determine thetarget market, then uses the4P marketing mix strategy to formulate the company’s product,price, place and promotion strategies in detail. DP determined to expand brand awareness,strengthen core markets in Meizhou, and steadily promote the general idea of the province’smarket. Based on the analysis of4P combined marketing strategy we developed the year2014marketing specific action plans of DP company.Finally, through the capital’s financial data analysis, we can estimate the2014annualmarketing plan costs and benefits of DP company, we also make the necessary riskmanagement, we have done everything ready for the effective implementation of plan.