I Corporation Marketing Strategies Research On Health Food

Competition of the health food industry has become more and more server as beinginfluenced by the trend of economic globalization and the consumer’s ever-changing lifestyle.After years of speedy sales increase, when facing the situation of server competition&beingchased by the small and medium-sized enterprises, I Company has to review and improve itsmarketing strategy in order to maintain a speedy increasing pace and rank higher in theindustry to shorten the distance with the benchmark enterprises.As mentioned above, the writer attempts to give suggestions on the marketing strategy ofI Company based on knowledge&theories learned from the MBA course as well as his workexperience. The writer is to analyze the macro environment of health food industry&directselling industry by PEST, the competition environment I Company is located and itscompetitors by Porter Five Forces Analysis, the current profile and existing problems of ICompany by4Ps to cook the marketing strategy for I Company with the SWOT analysis.With regards to the consumer needs research, STP theory is applied for market positioningand the suggestions on4Ps portfolio for I Company will be developed according to the resultof consumer needs research.Based on the analysis, there are conflicts existing in the marketing strategy of I Companyas following, product strategy does not follow the corporate strategy target&productstructure is incomplete; pricing strategy is incompatible as price is simply based on the cost;sales channel heavily rely on the traditional direct selling model, not utilizing the informationtechnology to accelerate the development of business; promotion strategy is not adaptive tothe development of changes as to better communicate with the consumer.This article is trying to give suggestions to the marketing strategy portfolio to I Companybased on related marketing theory&analysis provided on the macro-environment, industryenvironment, competition conditions, internal situations of I Company, consumer needs, etc.Suggestions are, to create more values for customers to complete product portfolio; to raisecompetitiveness by multi-pricing models; to improve efficiency of direct selling channels bydigitalization; to better understand consumer&adjust the way of promotion and communicatewith the consumer. To summarize, it is to raise a thorough protective suggestions to themarketing strategy to ensure a sustainable, steady and speedy development of the company.