Research On Sales & Marketing Strategy Optimization Of Hubei KL Beverage Company

KL company was established on September 15,1995,is Coca-Cola's franchise production and bottler in Hubei Province.In 2017,with the reorganization of the Coca-Cola bottling business in China,KL Beverages Company had undergone some important changes.Both the internal business model and the external consumer shopping model have undergone major changes.This means that KL Beverage Company needs to break the traditional marketing model and re-establish a new marketing model with effective results.This article uses PEST and SWOT analysis method to proceed from the status of marketing environment of KL Beverage Company.Through the analyzes from the macro marketing environment,the industry marketing environment and the micro-marketing environment,which concludes the internal strengths and weaknesses of KL Beverage Company as well as external opportunities and threats.According to the actual situation of KL Beverage Company,analyze its current situation from the perspective of 4P,identify several major problems: the product is too dependent on several products,the product mix is not rich;too many direct price cuts,there is no use of flexible prices Combination;channel is also in a single way,mainly rely on price competition in the wholesale and retail;the promotional activity was an original strength of the company,but because the team's ability cannot be carry out perfectly.Focusing on the problems existing in the existing marketing strategies,we use 4P as a clue for targeted optimization.We recommend focusing on more categories such as carbonated beverages,juice,and water from the product to form a product portfolio to enhance competitive strength the company.It is recommended to avoid long-term low-price competition in terms of price,use KL Beverage Company's multi-products to encircle competitors,and to invest more resources in channel establishment of distribution centers and sales agencies to serve the township's ready-to-drink channels;and use of Coca Cola resources through their own team as soon as possible.In order to ensure the effective implementation of these strategies,KL Beverage Company also needs to provide strong guarantees in terms of organization,system,personnel,and funds,so as to ensure the perfect realization of marketing strategies in Hubei.This article assists corroboration through the use of research data such as the Nielsen Report,Consumer Insights,and China Beverage Outlook,and conducts SWOT and PEST analysis methods to determine the business goals of KL Beverage Company,in order to promote the business development of the company and eventually become the benchmark company in the entire Swire beverage.