A Study On The Marketing Strategy Of CP Pet Food Company

The pet industry has a history of more than one hundred years in the developed countries such like the United States,Japan and Europe.In the early 1990 s,Mars Inc.--an American company first introduced pet food into China.With the social development,cats and dogs has already changed from the original livestock into special members of the family in China.And the number of pet cat and dog also increased sharply,which at the same time leads to the rapid development of pet economy,such as pet food,pet supplies,pet medical,pet beauty etc.Behind the strong economic growth,Chinese pet market comes into an unprecedented prosperity.CP pet food company is one of the earliest enterprises being engaged in domestic pet food industry,and its main business includes pet food production and sales.The sales part consists of international trade and domestic sales.For International trade part,its products have been exported to over 30 countries and districts.For domestic sales part,the domestic sales accounted for 12% of total sales mainly through marketing channels like dealers,e-commerce,KA and so on.By now,with the Chinese economic further into line with international and has a rapidly development,the Chinese pet industry entering a period of rapid development.Besides a lot of foreign brands are trying their best to break into China,domestic pet companies also spare no efforts to take a share.With the increasingly fierce competition,CP Company pay more attention to their domestic sales.Therefore,this paper aims to study the CP Company's Chinese marketing strategy from the STP strategy,Competitive strategy and marketing mix strategy.Combined with PEST analysis,Porter's theory,internal environment analysis and SWOT analysis,this paper will analyze CP Company's marketing environment and finally an adequate marketing strategy will be set up to realize company's aim in terms of seize the big opportunity of China pet industry great development.