The Marketing Strategy Analysis Of CSM Co., Ltd.

With the deeply developing of the Chinese urbanization,the rapid changing that improving the urban residents’ living standard,with the 10% growth of the per capita income, which is promoting the urban residents’ living quality. In terms of the Chinese dietary structure, the urban residents has gradually gave up Chinese characteristics wheaten foods such as steamed bread, buns, fried dough sticks and so on, instead of the western baking foods such as bread and cake, so formed a huge baking foods market.The sharply increasing demand for baking foods which is a great business opportunity to CSM Foods (Shanghai) Co., Ltd. who is the company focused on manufacture and sale baking raw materials. The research’s objective of this article is guiding CSM to get the opportunity from numerous rivals.Firstly, the thesis reviewed relevant theory of marketing strategy, then analyzed the exterior and interior environment of CSM, used the analysis tool SWOT to find CSM advantages and disadvantages, further analyzed the chance and threaten that the company is facing on, which can help CSM recognize itself conditions and marketing environment. Based on the market theory and its conditions, CSM can apply them to get the target market through positioning bread & cake premix. By the theory of marketing (4PS) to present the marketing strategy in products, price, place and promotion for CSM, finally forward to provide the solutions to help CSM to solve the problem, the valuable theory guidance can push CSM to adjust and optimize its market strategy, to contribute CSM to gain market competitiveness. At last, the paper proposed a series of safeguards which are organization structure guarantee, institutional guarantee, HR guarantee & incentive guarantee to ensure the marketing strategy fully and effectively implemented.With the theory application, which is not only provide effective theory guidance for CSM to establish its marketing strategy and gain more marketing share, but also have some reference functions for the other baking company to establish their marketing strategy.