Research On Marketing Strategy Optimization Of Feed Business Of Company B

With the victory of the "13th Five-Year Plan",the living quality of Chinese residents have been greatly improved,and the total consumption of meat,eggs and milk ranks among the top in the world.With the rapid development of China,the feed industry has ushered in a brilliant 40 years and become an important part of the global feed industry.During this period,many excellent upstream and downstream production enterprises emerged in the feed industry,which makes the competition in the feed industry more and more intense.As a foreign enterprise with a history of more than 150 years,COMPANY B has been deeply involved in the feed industry in China,and is a well-known feed additive supplier in the industry through high-quality raw materials.However,only excellent products are not enough.As an important part of the supply chain,COMPANY B does not make full use of its resources and advantages in marketing,which leads to the lack of growth in the Chinese market in recent years.Therefore,COMPANY B urgently needs to optimize its marketing strategy so that it can better base itself on the market,better serve its customers and achieve sustained and long-term growth in China,its largest market.Based on the above background,this paper firstly analyzed the current situation of feed business marketing of COMPANY B by collecting domestic and foreign industry information and related research literature,using research methods such as customer satisfaction survey and key customer interview,and explored the existing marketing problems at the present stage,especially the key customer marketing problems.Then,through the PEST tool to analyze the macro environment,the five forces model to analyze the company’s competitive environment,and finally using SWOT tool to summarize the strengths,weaknesses,opportunities,threats,and corresponding strategies;Finally,based on STP,clear the company’s market positioning,and the 4Rs marketing theory is used to put forward feasible solutions,so as to provide feasible management practice attempts for the animal nutrition department of COMPANY B.Based on the 4Rs theory of marketing as the core,competition oriented,solve the problem of key customer marketing from the Angle of supply chain,through relevancy,relationship,reaction,return policies,allows businesses to integrate internal and external resources,take the initiative to establish a relationship,communication and stakeholders,to ensure long-term interests,ultimately achieve a win-win situation with customers.This paper does not review and analyze the implementation results of the scheme.Failure to formulate a response plan for emergencies during the implementation of the program;Customer satisfaction and key customer interview are only the results of a single survey,which requires the author to optimize and control the shortcomings of this paper in practical work.It is hoped that the research and application of the theory in this paper will not only bring about the growth of COMPANY B’s performance,but also provide new perspectives and ideas for the exploration of marketing practice in the industry and other similar enterprises.