维达市场营销策分析 (SWOT ).docVIP

Marketing Project Papers PROJECT ： “Vinda” Marketing Strategy PRODUCT： “Vinda”Napkin SCHOOL： CUFE COLLEGE： Finance College CLASS : Class Two NAME: Jin Jun Huang Qing Wang Bowen contents The General Situation Of Vinda Company 4 1.1 mission statement 4 1.2 company goals 4 1.3 business portfolio 5 1.3.1 analysis the current business portfolio 5 summary ideas 5 1.3.2 developing strategies for growth and downsizing 5 market penetration 6 market development 6 product development 6 diversification 6 Analyzing the Napkin Market 7 2.1 the analysis of napkin market 7 2.1.1 Vindas financial summary in the first half of 2013 7 2.1.2 Vindas turnover analysis in the first half of 2013 7 2.1.3 Vindas sales volume in the first half of 2013 8 2.1.4 summaryideas 8 2.2 survey at shopping website 9 2.3 Vindas brands and brand characteristics 10 2.3.1 Vindas brands 10 2.3.2 brands「major segmentation variables for consumer markets」 10 2.3.3 brand characteristics 11 Ultra Strong 11 Xtra Strong 12 Classic Blue 13 Heavy 14 SoftandSmooth 15 Pleasant Soft 16 Flowery 17 Wet Wipes 18 Rewoo 19 0 summary ideas 19 2.4 the analysis of VIindas napkin competitors 20 2.4.1 Hengan company 20 the general situation of Hengan company 20 Hengans brands 20 2.4.2 GOLD HongYe company 21 the general situation of GOLD HongYe company 21 GOLD HongYes brands 21 2.4.3 CS company 22 the general situation of CS company 22 CSs brands 22 2.4.4 summ