| In the past decade from2001to2011, the amount of Chinese instant noodle enterprises has tremendously curtailed to150in2011, which was1000at the year2001. With the gradual enhancement of brand awareness, the proverb that Stronger will be always strong turns into an situation in the instant noodles industry. As a result, a variety of small and medium instant noodles enterprises were eliminated out of the industry under the fierce market competition. As for the high-priced noodles, two large enterprises Master Kong and Unification come into each other’s main competitors. For Master Kong, one of problems is that the Unification recovers its sales by virtue of Old altar sauerkraut taste, which has shaped a powerful threat to the market of Master Kong, especially in the East China area. How to cope with the challenge that Master Kong encounters? Meanwhile, in the past two years, although the instant noodle sales has kept a growth momentum, the overall market sales showed a downward trend. To the instant noodles industry, the main problem is how to walk out of the predicament and reach a steady improvement of the sales?The paper makes a focus on the above two problems. By means of Master Kong’s macroeconomic environment and competitive situation analysis in Jiangsu Province, we could make the market segmentation and target market selection, and then educe the differentiable and innovative strategies which are distinct from the competitors’, including product strategy, channel strategy, pricing strategy and promotional strategy. In the instant noodles field, to walk out of the woods,breakthroughs and innovations play an incremental pole, mainly through the nutrition, taste, consumer education improvement and enhancement. As the industry leader, Master Kong’s sales changes represent the development trend of the whole industry, and it will do take advantage of the industry leadership fully and reasonably to drive the expansion of the whole industry. |
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