A Liquor Company Marketing Strategy Research

With exquisite and centuried technology; aromatic and soft taste; Chinese White Spirit is popular with people from home and abroad as a kind of peculiar beverage. According to the statistics, the registered White Spirit enterprises in China were more than 30 thousands, which reached the yield of 13.12million litre in 2015. Throughout China’s food industry, the financial benefit produced by Winemaking industry was just the second only to tobacco. It was not only brought enormous taxation to China, but it also boosted the employment for local people and the development of other industry. In recent years, influenced by macro economy, national policies and other alternative liquor production in home and abroad, sales and benefits of White Spirit industry started to decline. Much White Spirit enterprises are facing a dilemma, such as reconstruction and bankrupting, which means a severe tendency.As a celebrated White Spirit enterprise in YangGu, LiaoCheng, "A" White Spirit Company has made a tremendous contribution in order to create local job opportunities and taxation. In recent years, though being influenced by macro economy and national policies, "A" White Spirit Company also faced lots of insurmountable difficulties such as light decrease of yield and inner controversies of the enterprise. When facing with such complicated and severe economic situation, there are many questions that worth to investigate on how to realize stable recovery, to make an unconquerable position in such a cruel market competition, to be successful in the end.Through abundant document and painstaking market investigating, we can discover some problems when "A" White Spirit Company was marketing its production through reading this essay. With the help of PEST and Porter’s Five Forces Model, we can also analyze the severe situation and strategic opportunities of "A" White Spirit Company through two aspects of macro and industrial circumstances throughout this essay. On account of the method of marketing study, this essay also give a narration toward "A" White Spirit Company on how to regulate and improve marketing strategy, in terms of helping "A’ White Spirit Company out of marketing dilemma.