Research On Marketing Strategy Of Tianjin Dingyuan Food Co.,Ltd.

Tianjin Dingyuan Food Co., Ltd is the biscuit business group of Master Kong Holdings Co., Ltd. Dingyuan produces sandwich cookie, salty sandwich cookie, sweet sandwich cookie, omelet, cake, and snakes. So far, Kraft(Mondel?z), Orion, and other biscuit companies became powerful competitors to Dingyuan Company. According to AC Nielsen's data, the market share of Dingyuan is only 7.8%, but Kraft has a 29.4% market share. Chinese potential biscuit market is tremendous. Dingyuan can still fight for more market share.Based on the basic theory of marketing, the writer applies many researching methods, marketing research and other research methods in this paper. The writer develops the marketing strategy based on the analysis of the internal and external environment of Dingyuan company. It includes product strategy, price strategy, place strategy and promotion strategy. Also, the write gives a feasible plan to the marketing strategy of Dingyuan company.There are five chapters in this paper.Chapter 1 introduces the background, purpose, contents and methods of this research. This chapter also is briefly described Dingyuan company, the problems which Dingyuan is faced and the related marketing theories in this paper.Chapter 2 analyzes the external environment of Dingyuan company. The development of biscuit industry, the consumer demand changes and the policy environment are included. Also, the biscuit industry situations are analyzed by using Michael Porter's Five Forces Model.Chapter 3 analyzes the internal environment of Dingyuan company. The resources of Dingyuan company, equipments and capacity, human resources and organizational structure, marketing abilities, and comprehensive competitiveness are included.Chapter 4 uses SWOT analysis and 4P's analysis to set up the marketing strategy of Dingyuan company.Chapter 5 expounds the implementation of the safeguards.