JDE Coffee China Marketing Strategy Research

Coffee which is reflect the western life style, have been accepted by more and more China consumer because of trend of presuming high quality life. China market, with 15% growth every year, have very big potential. JDE as the global number 2 coffee maker, have only one tenth market share versus market leader in China. How to meet China consumer needs therefor to win in this fast growth market will be the key topics for them. Following article will talk about how JDE setup integrated marketing strategy to gain share.Hereinafter based on the real data collected by interview, quotation and cases, use classic marketing theology to study the JDE coffee Chinese marketing strategy. At first, use PEST analysis to study the circumstance of JDE in China; then use SWOT to study JDE competition advantage and disadvantage internally and externally; at last, use STP methodology and theory of consumer’s behavior,4Rs,4Cs and 4Ps to give a clear JDE product positioning and portfolio, setup a clear marketing strategy and workable sales strategy to gain penetration at both deeper and wider channel. It will be beneficial for JDE to rapid grow in the market and reinforce their competition advantage, and also can be taken into consideration for other companies who want to expand into China market.