Marketing Strategy Study Of R Company Dairy Cream Product

With the development of economic progress,the diet culture has changed a lot,which have produced and developed the dessert,beverage,other casual dining.The income of consumers has also been improved a lot.As one of the main ingredients of desserts,cream industry is growing influenced by the rapid development of the markets of bakery and food services.More kinds of creams can be found and widely used in food.In recent years,consumers are focusing on food safety and health issues.The media reported on the relationship between the non-dairy product and trans fat,which resulted in the market of non-dairy cream being squeezed,and the demand for dairy cream increasing obviously.As the leading company in the domestic non-dairy cream industry,R Company has received the negative influence from the media.On one hand,R Company can improve the formula of non-dairy cream product to abandon the threat of trans fat.On the other hand,R Company decides to introduce dairy cream product to improve the sale revenue also the market share.The whole thesis is based on the case of R Company launching dairy cream product.Firstly,the analysis of internal,competitive,external environment is conducted to clarify the advantages and disadvantages of the market;then,the target customer groups are confirmed by making the use of target market positioning tool;finally,making the use of the features of marketing environment,combining with marketing combination theory to formulate the market strategy in the aspects of brand,product,price,place and promotion.Meanwhile,in order to make sure the strategy can be implemented more effectively,related supporting systems are also introduced.Based on the analysis on theory and practice,this thesis owns meaningful importance to improve the market competitiveness of R Company dairy cream product through expanding new market,selecting target markets,formulating related strategy.