Research On Marketing Strategy Of BS Bakery

Since the end of the 20th century,people’s living standard has been improved continuously.With the rapid development of economy,the baking industry has risen and developed rapidly in China,and attracted many entrepreneurs to involved in.BS bakery is one of the enterprises established in recent years and is still in the initial stage.Due to many reasons in business philosophy,awareness,channels and so on,there are many problems in the formulation and implementation of its strategies.Therefore,under the diversified and multi-pattern market competition situation,it is significant to make the research of strategy for BS bakery.Based on the development status of baking industry,firstly,this paper analyzed the external environment of BS bakery by PEST analysis method;secondly,the paper analyzed the basic situation of business development of BS bakery,and then it used SWOT analysis method to analyze the Strengths,Weaknesses,Opportunities and Threats of BS bakery,and choose the market competition strategy for BS bakery that put materials,quality and taste for the first place and protruding personalized service and increase network marketing.Based on the internal and external analysis,using the STP strategy to segment market from the aspect of age,gender and income of consumers.Consequently the target market of BS bakery is selected as the middle and high-income female consumer group whose age range is between 25 and 55 years old,and who are paying more attention to the health and quality of life,and lying more emphasis on the convenience and fashion attributes of products.Finally formulated the marketing strategy of BS bakery from seven aspects of product,price,place,promotion,people,physical evidence and process management,and implemented the corresponding guarantee from the human resources,capital investment,rules and regulations.Finally,this paper draws a conclusion:first of all,continue to learn and progress,research and develop new products,and focus on strengthening customized services to meet the needs of consumers;second,develop multichannel suppliers,reduce the cost of raw materials,at the same time,do a good job in internal management,start from technology and standard management,control cost loss;finally,dig deeply into the existing market,continue to do a good job of online and offline inter-working mode and increases the marketing investment on the network marketing.The popular short video platforms can be used,such as Tiktok and Kwai,to get new customers.This paper hopes to take BS bakery as an example,using the theoretical of management and marketing,through the analysis of the internal and external environment of BS bakery to develop marketing strategies in line with the actual needs,in order to improve the market competitiveness of BS bakery.At the same time,also hopes that the marketing strategy of this paper can be used for reference to the marketing promotion of the same type of other baking enterprises.