Research On The Marketing Strategies Of SL Group’s Northeast Rice In Shenzhen

Shenzhen is a city of migrants with diverse population,where rice and flavor are the two main consumption breed,of which rice accounting for more than 60%.Affected by the feature of the population,the consumption of rice shows a diverse trend.Southern Rice,Jasmine Rice together with Northeast Rice are the main choice of Shenzhen citizens.With the rapid development of economy,people’s living standard has been improving dramatically,while the intake of main staple have been decreasing consequently.On the meanwhile,consumer’s demand on rice of high quality will grow steadily as their ever-strengthening awareness of nutrition and health care,thus it’s a market with broad prospects.Looking from the macroscopic prospect,the rice market has changed from seller’s market to buyer’s market.And the rice industry is confronting with a reshuffle period without any preparation and competitive situation thus formed.At this very moment,companies who have clear and correct market positionings will seize the business opportunity.Hence,the market planing for rice has been the core to grab the market.Thailand and Japan are the main exporting countries of high quality rice,and they open China’s high-end rice market gradually as they strengthen the promotion of rice brands.In Shenzhen market,rice from Thailand and Japan enjoys excellent market response,the price of which reaches several times or even dozens of times of domestic rice price.During recent years,the quality and taste of China’s Northeast Rice has been improved dramatically as the advance of agricultural technology in the region,which can compete with or even beat high quality rice of Thailand and Japan.However,it hasn’t build any development superority due to it’s poor marketing strategy.This thesis will research the market status of high-end rice,and the marketing concept,tactics as well as expected marketing result of SL Group’s Northeast Rice due to its special attributes.Furthermore,the thesis will offer optimized marketing plans for the premium and organic Northeastern Rice to expand markets,and explore marketing strategies for high-end Northeast Rice by learning lessons from mature marketing concept and experience of similar commodities abroad,so as to help the companies to overcome marketing bottlenecks to strengthen their brands and grab the high-end rice market.