The Strategic Study Of ZL Company MSG Product In Vietnam Market

ZL Company is a large-scale sales platform of COFCO in Jilin Province as a biochemical product.It specializes in the sales of COFCO biochemical products and the trade and sales of biochemical products n China and at abroad.Since its established from 2007,it has achieved rapid development.Through the establishment of core competitiveness and the improvement of customer service capabilities,the market position and industry influence have also been continuously improved,establishing the leading position in the industry.ZL is mainly engaged in the sales of corn deep-processing products such as MSG(Monosodium Glutamate),corn starch,fructose syrup,maltodextrin,citric acid and corn by-products.Among them,MSG products are mainly sold in the industry and are well-known in the industry.In today's fast-growing economy,the Chinese economy is highly correlated with the world economy.Under the advocacy of General Secretary Xi's “The Belt and Road” policy,all enterprises in all walks of life in China have vigorously promoted export trade,strengthened international economic cooperation,optimized export structure,and improved competitiveness.China is the world's largest producer of agricultural products,and the corn deep processing industry is among the best.ZL,as a large state-owned enterprise,should be the first to bear the brunt of all aspects,vigorously develop overseas markets,expand market share,and truly practice “Going out” of the national economic strategy.At present,the domestic corn deep processing industry has overcapacity,domestic consumption is weak at this stage,it is difficult for all enterprises to survive.The national reserve corn and the temporary storage corn have a large amount of grain to be digested,while the corn planting area has a limited decline.In the short term,the domestic market is unlikely to improve.Therefore,ZL Company needs to focus on shifting its sales target to overseas strategy,so that ZL products have a place in the international market.This thesis studies the marketing status of ZL MSG in the Vietnamese market,through the subdivision,selection and positioning of the current market,discovers and analyzes the problems existing in the current marketing,and carries out detailed marketing conditions such as competitors and demand status for the Vietnamese market,so as to re-segment,selection,positioning,etc.of the target market.More focus on developing major customers and local large-scale end customers,as well as the industrial food processing industry.Then develop a marketing mix strategy suitable for ZL company MSG products in the Vietnamese market,and implement it to achieve the goal of occupying the leading position in the market in the future,and maximize the development of export strategy.Therefore,we study the marketing strategy of ZL MSG products in the Vietnamese market can not only formulate suitable solutions in the region,but also draw on other target markets,which will add more color to the company's overseas strategy and have important practical significance.