Research On The Marketing Strategy Of Lao DAO Hueang Coffee In China

Lao DAO Heuang coffee is famous overseas,ranked third in the world coffee.Dao Heuang is Laos’ s largest coffee plantation,located in Champasak Boloven plateau,the product has been certified by the international market.DAO Heuang is mainly exported to Finland,France,Switzerland,Germany.DAO Heuang and SINOUK coffee company is working to develop a new type of fried coffee,good sales market.At the same time,DAO Heuang coffee is welcomed by Japan,Singapore,France,Switzerland and other countries,the Asian countries,European countries also continue to have more cooperation with DAO Heuang Group in the coffee import and export trade.DAO Heuang coffee has entered China,however,if the coffee want to achieve greater development needs to work in marketing strategy.International marketing theory has carried on the DAO Hueang coffee marketing strategy analysis of the situation in China,puts forward the problems existing in the DAO Hueang coffee marketing strategy in China,the DAO Hueang coffee marketing strategy combination targeted and associativity of the target market is poor,packaging specifications single,single promotion,and promotion cost is low,the price direction is not clear,and the price strategy of the single is not flexible,channel structure is simple,the lack of network marketing channels.Later,analyzed China’s coffee market,was carried out by the market demand analysis,market analysis,consumer behavior analysis,for the DAO Hueang coffee laying a foundation for a new target markets in China.According to the market analysis,it is suggested that Lao DAO Hueang coffee target market positioning in lower-tier cities more developed economy and economy is relatively developed and medium-sized cities.Around the target market strategy,adjust the DAO Hueang coffee in China market of product,price,distribution channel and promotion strategy.The DAO Hueang coffee in the Chinese market marketing strategy suggestion in order to help the enterprises to enter the Chinese market success and improve the competitiveness of the company.