Research On Regina Marketing Strategy In China

In the past20years, the domestic residents living conditions gradually improve,people’s living standard has been improved, demand for bottled drinks and beervolume continues to grow, requirement type also more and more diversified. That hasgiven rise to drink and beer packaging equipment industry in China in recent10years,always stay in the growth rate of20%above, and will continue to maintain stronggrowth momentum.Regina Company with office in Shanghai, China since1998, and establishedfactory in Tianjin in2004, officially entered the Chinese market. Other twointernational competitors also built factories in China successively. After this decadeChina drinks and beer industry with explosive growth, more and more domesticcompanies have also joined the packaging transportation equipment industry. Thecurrent domestic beverage beer enterprises basically divided into high, medium andlow three grades and three big international companies control large drinks beermanufacturing enterprises, such as Coca Cola, Pepsi Cola, Master Kong, Wahaha,Tsingtao Beer, Budweiser, Snow Beer, etc. Most domestic enterprises choose lowprice strategy to enter into the market, and participate in the competition.At present, the development of the Regina companies faced the problem is howto maintain a long-term and stable growth under the current Chinese marketenvironment, and make a clear market strategy and brand positioning, innovativeproduct technology and strengthening the cost advantage.This article uses the external macro environment analysis (PEST analysis) andPorter’s Five competitive Model analysis Model (also known as Porter Model)(Michael Porter’s Five Forces Model) to analyze Regina internal and externalconditions and environment. Using strategic analysis method and analysis tools, Imake strategic positioning research against Regina Company, and make developstrategy combined with the current external market environment and internalconstraint conditions, namely, leading technology and cost advantage of activecompetition strategy. In order to cooperate with Regina new development strategy,company needs to perfect enterprise culture, increase the elite in the reserves, anddevelop new markets and strength product innovation.