Strategic Study On Domestic Market Development Of PD Pet Food Company

China’s pet industry now resembles the high-speed growth in the United States before the 1980 s.The awareness of Chinese pet lovers is gradually changing and pet food is showing explosive growth momentum,which therefore bring huge potential for pet food manufacturers.PD Pet Food Co.,Ltd.has been long focused on overseas markets,mainly engaged in ODM production,to meet needs of overseas pet brands and supermarkets.Considering that domestic pet food market shows great opportunities in the past two years while overseas markets competition is deteriorating and pressure is mounting,plus with recent impact from China and US trade disputes,PD Pet Food decides to shift its focus to domestic market.Based on problems faced by PD Pet Food during the domestic pet market development,this paper aims to investigate and explore this hot market,especially needs of dog chews.A study of external environments and internal conditions of its market development will be studied and analyzed through data collection,field research and questionnaire survey.The SPACE matrix will be employed to conclude the company’s strategic positioning.Strategic experiences of food market development from Blue Buffalo Pet Products and China Pet Food will be used to provide references in proposing corresponding marketing strategies based on market segmentation,target market and market positioning.This research concludes that PD Pet Food Co.,Ltd.belongs to the area of aggressive quadrant in the SPACE matrix,which demonstrates that it has financial and industrial advantages in the fast-growing pet food industry.It can unswervingly develop the current main product dog chews as its leading and dominant category and target the middle and high-end markets in domestic first-and second-tier cities under the guidance of specifically designed marketing strategies for market expansion.Thus,this paper not only provides a reference for company decision-makers to improve the overall strategy,but also provides a basis for them to accurately locate their markets,and has a very realistic guiding role for the strategic market transfer.