The Marketing Strategy Reaserch Of Gansu Anduo Halal Organic Livestock Food Company Ltd

Anduo Food Company is one of the largest local enterprises which works on the industry chain of livestock purchasing,slaughter,processing packaging and sales of yaks and Tibetan mutton.It locates in the Tibetan Autonomous Prefecture of Ganna in Gansu Province.It has been built and developed based on the economic pattern of one package service including livestock purchasing,slaughter and processing,cooked food processing and marketing.However,when facing up to the recent economic downward pressure and the derivational problems such as intense market competition,low-level cold-chain logistics,lagged brand building and so on,the company realizes that the urgent problem that restricts the long-term development is the weak marketing with the construction of the second phase industrial park.This essay will analyze the marketing strategy in Anduo Company taking green marketing and experience marketing as the main breaking through points.Firstly,taking the organic red meat as the research object,the essay discusses its micro and macro-economic environment,as well as the future development trend by PEST and Michaele Porter's Five Forces Model.Secondly,the author researches the sales status and strategic goals,the advantages and disadvantages,the possible chances and challenges via SWOT,in order to find the starting point to develop the sales strategy.Thirdly,based on the STP and 7PS theory,the target markets and the precise strategy is analyzed as well.The essay focuses on Anduo organic production,analyzes the characters of red meat slaughter and processing industry,identifies its sales breaking through point as the functional characters of high protein,low fat,high hemoglobin,rich amino acid,various microelement,and finally determines the target market as the group of nutritional imbalance,physical weak and bodybuilders.From the consumers' perspectives,the sales strategy focuses mainly in three parts,including product classification,brand building and experience consumption.The new product classification breaks the local way to classify the red meat position,provide the new way to classify by the consumers' needs instead and further guide the market segmentation.The brand promotion helps the customers know better about the functional function such as health maintain,diet therapy and bodybuilding,and then develop the further consumption confidence.The experience consumption mentions seven factors of production,price,sales channels,promotion,staff,progress and physical evidence through the research of green marketing theory.In the end,all the researches show the evidences that the better transformation of consumption concept from passive to active,the stronger competition and raising brand value might be possible if it goes with the reasonable strategies,as well as the sustainable promotion and development.