Marketing strategy research for Hubei cereals, oil and foodstuff import and export corporation
Song, Ya (2012)
Song, Ya
Turun ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012122620305
https://urn.fi/URN:NBN:fi:amk-2012122620305
Tiivistelmä
China is not only a country with a large population, but also a big country of cereals and oil production, processing and consumption. China’s processing ability is the largest and the relative enterprises are the most in the world. Since China has joined the WTO (World Trade Organization), the market has been more open. Domestic economy has increasingly become an entirety with the other parts of the world. On one hand, the economic power has gradually caught up with some advanced countries. On the other hand, a large number of big multinational corporations have entered Chinese domestic market that has made the competition fiercer. It is unavoidable for every domestic corporation to deal with the competition problems in order to survive and enhance the market share and competitive advantages. Therefore, the construct of the company should be reformed and the strategy should be adjusted according to the market changes.
Hubei Cereal, Oil and Foodstuff Import and Export Corporation (hereinafter referred to as Hubei Cereal and Oil Corporation) was born of the traditional central planning economy system, and has been the leading cereal and oil corporation in Hubei Province for a long time. However, the circulation system innovation of the cereal in China has been put forward progressively and has more contacting with the international market. The market situation has profoundly changed and the competition has been increasingly extensive in the industry. With the purpose of maintaining and developing the competitive advantages, according to the industry environment, this corporation has to take advantage of the owned resources and capability, use advanced management theory and establish the comprehensive marketing strategy.
Integrated with the basic theory of the marketing strategy and my understanding of the related theories, this thesis has deeply analyzed the internal and external environment of the corporation. According to my internship experience in this company, the thesis has also analyzed the core competence establishment, brand management and channel construction. The purpose is to provide theoretical basis for the sustainable development of the corporation. It can also be used as the consult and the use for reference for other cereal and oil corporations or other companies.
This thesis is constitutive of five main aspects. It firstly is a brief introduction of the background and description of the company, and summarizes the current situation of the research and development strategy. The thesis secondly analyzes the products, environment and market of the company using PEST analysis and competition structure analysis. It is an analysis on the subject of the core competence. The company has established its core competitiveness and marketing matrix while applying the theory of core competence into the corporation strategy planning. The fourth part is the building the marketing strategy for the corporation through the SWOT analysis, which putting forward the importance of brand and channel influence on the strategic development and assuming the way of brand building and channel improvements in accordance with the practical situation. The last section is the solutions and countermeasure about the potential problems appearing in the practical implementation of the developing strategy, such as human resource and corporation culture, etc.
Hubei Cereal, Oil and Foodstuff Import and Export Corporation (hereinafter referred to as Hubei Cereal and Oil Corporation) was born of the traditional central planning economy system, and has been the leading cereal and oil corporation in Hubei Province for a long time. However, the circulation system innovation of the cereal in China has been put forward progressively and has more contacting with the international market. The market situation has profoundly changed and the competition has been increasingly extensive in the industry. With the purpose of maintaining and developing the competitive advantages, according to the industry environment, this corporation has to take advantage of the owned resources and capability, use advanced management theory and establish the comprehensive marketing strategy.
Integrated with the basic theory of the marketing strategy and my understanding of the related theories, this thesis has deeply analyzed the internal and external environment of the corporation. According to my internship experience in this company, the thesis has also analyzed the core competence establishment, brand management and channel construction. The purpose is to provide theoretical basis for the sustainable development of the corporation. It can also be used as the consult and the use for reference for other cereal and oil corporations or other companies.
This thesis is constitutive of five main aspects. It firstly is a brief introduction of the background and description of the company, and summarizes the current situation of the research and development strategy. The thesis secondly analyzes the products, environment and market of the company using PEST analysis and competition structure analysis. It is an analysis on the subject of the core competence. The company has established its core competitiveness and marketing matrix while applying the theory of core competence into the corporation strategy planning. The fourth part is the building the marketing strategy for the corporation through the SWOT analysis, which putting forward the importance of brand and channel influence on the strategic development and assuming the way of brand building and channel improvements in accordance with the practical situation. The last section is the solutions and countermeasure about the potential problems appearing in the practical implementation of the developing strategy, such as human resource and corporation culture, etc.