A Study On The Marketing Strategy Of S Food FMCG Business

In recent years,China's economy has developed rapidly,and the fast-moving consumer goods industry has been particularly prominent as a core industry that meets the needs of national life.S company has been established for more than 20 years and is a foreign-invested enterprise mainly engaged in the distribution of imported food.It has experienced rapid development in the past ten years and is currently in the bottleneck of development.According to the market positioning theory and 7Ps marketing theory,this paper analyzes the marketing problems of S company and proposes corresponding marketing strategies according to the problems of discovering problems,researching problems and dealing with problems.According to the analysis,this study believes that S enterprises should strengthen the brand image orientation of “good food and good living” in the positioning.And re-divide the target market,which is divided into high-end,mid-end and low-end management.In product strategy,it should optimize product categories and upgrade product packaging.In terms of price strategy,product pricing management should be done to strengthen customer credit management.Better control the inventory cost,labor cost and sales expenses.In the promotion strategy,we should increase product promotion efforts,improve on online and offline promotion and develop in public relations.In channel strategy,channel management should be optimized.Develop direct and end customers,establish an evaluation system for sub-distributor.In terms of personnel strategy,we must improve the staff training system,combine on board training and regular training.To be establish an employee incentive system.Set up product promotion and customer training,pay attention to the promotion of various events,and play an important role in corporate social responsibility.In the process strategy,we must develop standardized business processes and improve service quality.