The Research On Marketing Strategy Of Wasabi Products For SK Company

The cultivation and processing of wasabi is a characteristic agriculture in China.Most of the management enterprises of wasabi have weak brand,weak marketing ability and low added value of products.They mainly rely on foreign markets and are obviously affected by international factors.SK Company is a strong company in the wasabi industry in China.In recent years,due to the impact of international trade friction and the global COVID-19 epidemic,the company has been unable to sell its products.Therefore,it is urgent to seek new sales markets in China and use effective marketing methods to improve sales and increase economic benefits.This thesis mainly adopts the methods of enterprise research,market questionnaire and literature analysis,takes SK Company as the object of study,focuses on the problems and solutions of enterprises in marketing,and carries out research through the thinking logic of raising problems,analyzing problems and solving problems.First of all,combined with horseradish industry in China and SK corp,concludes the existing company SK low visibility and sales channels,product form a single,lack of strong marketing team as well as to the problem of insufficient domestic market analysis and research,from the company facing the macro environment,market demand,competitive environment and internal environment,a detailed analysis,The SWOT analysis model is used to formulate the future development direction of the company,which is based on ST strategy and integrated with branding strategy.Secondly,the STP analysis method is used to market segmentation,target market selection and market positioning of SK Company.Based on the 4P model,specific marketing strategies are formulated for SK Company from the aspects of product,price,channel,promotion and brand building.Finally,the corresponding safeguard measures are put forward from the aspects of optimizing organizational structure,standardizing business process,establishing incentive mechanism,strengthening cultural construction,innovating service measures and developing risk prevention mechanism to ensure the effective implementation of SK Horseradish product marketing strategy.This thesis argues that SK company should increase investment in products,channels,promotion and brand building,ensure product quality,pay attention to the research and development of new products,strengthen the development of terminal consumer market and potential market,integrate network marketing mode,and combine various promotion methods.Through the research on the marketing strategy of SK Company’s wasabi products,the author hopes to play a positive role in solving the company’s current marketing bottleneck,increasing sales volume and increasing revenue,and at the same time to provide reference for the formulation of marketing strategy for agricultural products enterprises similar to SK Company.