The Research On Marketing Strategy Of Mondel(?)z's Biscuit Based On New 4P's Marketing Mix

With the steady developing of Chinese economy and consumption level and demands,the characteristics of snack food market is changing from for subsistance to for enjoying and nutrition.Especially,with the expanding of snake food market,there will be some trends including that labor differentiation and delicate products for satisfying customer's demanding.More and more snack food corporations increasingly expand their product's kind and deepen their product's strength.In the changable and developing snack food market,how to make correct and appropriate marketing and differentiation strategy is the essential part for enterprise to get more marketing shares and target customers.This essay select Mondelēz and its biscuit products as a research example.Because Mondelēz is a leader of snack food market.Especially its snack products are the most successful products in the company.So its marketing strategy deserve us to learn and probe.The first part of this paper is introduction,this part mainly states that marketing matrix theory,snack food marketing theory and frame of this paper.The second part of this paper is analysis of snake food industry marketing.This part mainly states that Chinese snack food industry's politic,economic,social and technology environment and estimate of this marketing demand and consumer's behaviors.Also,we can get a summary about the trends snack food marketing.The third part contains that introduction about Mondelēz's biscuit product.Firstly,there is a Five Force analysis about biscuit market.Then there is a SWOT analysis about Mondelēz including its strength,weakness,opportunity and threat.The fourth part states Mondelēz biscuit product's marketing strategy base on 4P's marketing matrix.The fifth part is the last part that states the conclusions about how snack food company to make appropriate marketing strategy from this research.