Research On A Company Marketing Strategy For Horeca Single-Use Pack Edible Oil

China is a big consumer of edible oil with an annual consumption of 30 million tons, which goes to three areas, i.e. households, food processing industry, and horeca industry. The edible oil (most of which is the loose edible oil) consumed by the horeca industry accounts for 30% of the nation’s total edible oil consumption. With the consumers’ increasing demand for food safety, loose edible oil is gradually replaced by single-use pack edible oil which is much safer and healthier in the horeca industry. Moreover, some local governments also issued relative regulations to restrict the circulation of loose edible oil. Therefore, the horeca single-use pack edible oil market has witnessed a fast growth in recently years. And it is under this context that A Company decides to enter into the horeca single-use pack edible oil market.Nowadays, the nation is highly dependent on foreign raw material supply of edible oil and the state-owned and private enterprises take the lead in crushing capacity. However, foreign brands take the dominant position in the consumer market as the market capabilities of the foreign-funded enterprises are stronger than those domestic counterparts. The past five years have seen a rapid growth in China’s horeca single-use pack edible oil market and the horeca single-use pack edible oil will become the first choice for the industry when the loose edible oil is gradually replaced. At present, Wilmar and COFCO are the major two competitors in the edible oil industry. But the industry is still very attractive to those potential competitors due to its huge market space.The author develops the generic competitive strategy and market positioning based on customer survey and SWOT analysis of A Company. The author puts forward that A Company should adopt the Focused Differentiation Competitive Strategy. And the Company can choose 15 cities within 300 kilometers (Nanjing as the center) to be its targeting market and serve those mid-range or higher customers.The marketing strategy for A Company is developed based on the comprehensive analysis.Product strategy:featuring multi-brand, multi-category, and packaging diversification strategy. The target market of brand D is high-end customers and brand W services to mid-end customers. To create rapeseed oil, corn oil and peanut oil under the brand D, palm blend oil and palm oil under the brand W. Develop 3 different types of product packaging specifications.Price strategy:the competition-oriented and image-oriented combining pricing strategy. The Company can implement a high-priced strategy for D brand products and parity strategy for W brand.Channel strategy:the Company can establish a flat channel structure and build partnerships with its customers.Promotion strategy:the Company should focus on its brand building while paying attention to effective promotion. And put forward three specific targeted branding proposals and recommendations for the four categories of resellers and end-user promotions.Service marketing strategy:the Company can establish a mutual beneficial and win-win cooperative relationship with the customers and improve customer satisfaction through staff services, risk control support and financing support services.