1.Mengniu27sMarketingStrategy范文.docVIP

Study on Mengniu’s Marketing Strategy  Table of Content  TOC \o 1-3 \h \z \u  HYPERLINK \l _Toc291374923 Executive Summary  PAGEREF _Toc291374923 \h 3  HYPERLINK \l _Toc291374924 1. Introduction  PAGEREF _Toc291374924 \h 4  HYPERLINK \l _Toc291374925 2. Evaluation of Mengniu’s Current Marketing Strategy  PAGEREF _Toc291374925 \h 4  HYPERLINK \l _Toc291374926 2.1Demonstration and Evaluation of Current Marketing Strategies  PAGEREF _Toc291374926 \h 5  HYPERLINK \l _Toc291374927 3. Proposed Marketing Strategy  PAGEREF _Toc291374927 \h 8  HYPERLINK \l _Toc291374928 3.1 Mengniu’s SWOT Analysis  PAGEREF _Toc291374928 \h 8  HYPERLINK \l _Toc291374929 3.1.1 Strengths  PAGEREF _Toc291374929 \h 8  HYPERLINK \l _Toc291374930 3.1.2 Weakness  PAGEREF _Toc291374930 \h 8  HYPERLINK \l _Toc291374931 3.1.3 Opportunities  PAGEREF _Toc291374931 \h 9  HYPERLINK \l _Toc291374932 3.1.4 Threats  PAGEREF _Toc291374932 \h 9  HYPERLINK \l _Toc291374933 3.2 Customer Relationship Marketing  PAGEREF _Toc291374933 \h 9  HYPERLINK \l _Toc291374934 4. Conclusion  PAGEREF _Toc291374934 \h 11  HYPERLINK \l _Toc291374935 5. References:  PAGEREF _Toc291374935 \h 12   Executive Summary The purpose of this report is to analyze a milk company’s marketing strategy and provide recommendations to optimize its future marketing strategy. Current marketing strategies including advertising, collaboration with suppliers, precise market segmentation are the main approaches for its progress from humble to top brand of China. In order to improve its marketing performance in the future, the report recommends the company to implement customer relationship marketing to add customer long value, by which to optimize its marketing strategy. In order to realize effective, this report has implemented Generic Value Chain as a tool to develop customer relationship marketing for the company.  Introduction China Mengniu Dairy Company Limited