Study On Domestic Marketing Strategy About Chicken Food Of A Company

With the continuous development of society, people’s living standards and consumption concepts are gradually changing. People are no longer simply the pursuit of quantity of food to meet the needs of satiety, but pay more attention to the variety and nutrition of food. Poultry food, because of the nutritional value and its characteristics of low fat, low calorie, low cholesterol, high protein, which compared with the traditional pork, beef and mutton meat, more in line with the needs of the people of nutrition. At the same time, consumer’s demand for goods quality is more and more high, security has become one of the most concern, especially in the melamine, tonyred, and Fuxi events and a series of food safety events after exposure, food safety has become a priority among priorities of consumer concern. In the background of food safety, security has become the primary consideration factors of consumers, small and medium enterprises in the price war to occupy the market era has gradually past, poultry industry is facing reshuffle, many small workshop style poultry enterprises will close down one after another, the ones having the economic strength, paying attention to product safety and product quality will face the big development opportunity. The research object of this paper is Company A which is one of the leader enterprises in China poultry food industry. With the hope of a reference to itself and the whole industry, this paper makes a research in domestic marketing strategy through the combination of modern marketing theory and actual situation.This paper analyzes the A company in the domestic market marketing strategy issues, also analyzed the causes and management of internal organization structure problem. In this paper, firstly introduced the basic situation and a detailed analysis of the domestic marketing strategy of Company A, finding out the causes of these problems. Then make a market segmentation based on customer demand, take a target market choice combined with the actual situation of Company A, and position the product for the selected target market.According to the market Segmentation and market targeting and product positioning, formulate the corresponding marketing strategy centering on the 4P. Finally, combined with the actual situation of Company A, directed against the formulated marketing strategy, from the organizational structure, to staff recruitment and training, develop more detailed measures, in order to ensure the implementation of marketing strategy.