The Research On Marketing Strategy Of Baby Diaper Bussiness Of Company K In China

As more and more local diaper brands enter the market,Huggies Brand of Company K is now facing a lot of issues,including the decline of product competitiveness,the weakening of channel support.These issues have made bad influence on its business,especially for the baby store channel.In this situation,Huggies needs to re-examine the market conditions,adjust the brand's future marketing strategy,and re-combine the core elements to achieve continued growth in the category.This paper adopts STP theory and 4Ps theory,combined with specific analysis methods such as Porter 5 Force model,PEST Analysis and SWOT analysis,analyzes the internal and external conditions of curious diapers,and finally proposes a marketing strategy and tactics improvement plan: re-positioning and new target markets selecting;product,channel,price and promotion strategies improving;actions taking for baby stores.This paper will also be significance for other multinational companies to adjust business strategy to maintain an advantage in competition.