1mutian Marketing Strategy Analysis In Shanghai Organic Food Market

In the past few years, many food safety problems happened in China.This arise more public attention to food safety. Organic food is categorized ashigh-end product, because of its high investment, low outcome, high priceand no chemistry residue. Shanghai is the most developed city in China.Compared with other cities, customers in Shanghai are more accepted of high–end and new products. So it can be predicted that organic food market inShanghai will have a boom in the near future.With analysis of Shanghai organic food market and1mutian’s internalsituation, this article finds out a suitable marketing strategy for1mutian.Combined with using analytical tools, like PEST, SWOT to evaluate theexternal and internal environment, the analysis recovers the outside opportunities and threats, as well as internal strengths and weaknesses for1mutian.Furthermore, by using the STP marketing strategy analyzing tool, themarket segmentation for organic food, market target and position are clear.At last, based on all the marketing strategy analysis, the article finallyprovides a marketing execution plan for1mutian.