永与食品公司香辣酱营销战略-英文版.ppt

YONGHE Food CompanySweet Chili SauceMarketing Plan DONGHAO CHEN DAN BSG 506 November 10, 2011 Introduction Sweet chili sauce is YongHe Food Company’s key investment project this year. The project investment aims to expand the groups production and business scope, and prompts to the whole scale of growth, continuing to meet the challenge of the market and the internal and external environment changes. Our target market is mainly In southwest of China, gradually to develop in China’s northwestern and China’s northeastern. The macro environment analysis of target market The regional environment analysis The influence of Sichuan cuisine Technology Food culture analysis Marketing intermediary analysis The enterprise marketing current situation and market resources analysis Human resources Financial resources Science and technology resources Brand resources Market resources SWOT Analysis Opportunity Analysis Edible convenient and quick Regional characteristics Lower price Single taste on the market Good transportation conditions SWOT Analysis (Cont.) Threats Analysis Many companies have certain scale Existing product brand in the consumers’ minds already had some position Different tastes in different regions Small differences on similar products Similar enterprise had captured target consumption group basically SWOT Analysis (Cont.) Strength Analysis Sichuan cuisine’s influence Good marketing management team Pollution-free raw material purchasing High taste diversification degree SWOT Analysis (Cont.) Weakness Analysis Market share is zero for new product High expenses on areas’ difference and tastes difference The higher cost for re