英文版的昆仑山矿泉水策划分析方案.doc

Marketing Strategy Plan of ‘the KUNLUN MOUNTAINS MINERAL WATER’ By: Sixiao Wu TOC \o 1-3 \h \z \u Table of Contents I Abstract 4 SECTION ONE – Vision and Mission Statement 5 Introduction 5 Long-term Objective 6 Vision 8 Mission 8 SECTION TWO –External Audit Analysis 10 External Audit 10 Opportunities 10 Threats 10 EFE Matrix 11 CPM Matrix 12 TOC \o 1-3 \h \z \u Table of Contents II SECTION THREE –Internal Audit Analysis 13 Strengths Weaknesses 13 IFE Matrix 13 SWOT Matrix Analysis 15 Strategic Position and Action Evaluation Matrix 16 Grand Strategy Matrix 17 GE Matrix 18 QSPM Matrix 21 SECTION FOUR – Making Marketing Strategy 23 Product 23 Price 24 Promotion 24 Public relationship 26 Place (Channel) 26 Brand and Packing Strategy 27 Conclusion 29 Recommendation 30 Bibliography 31 Abstract Base on the great success of Red-canned Wong Lo Kat herbal tea which create sales miracle from millions to billions, JDB becomes a well-known company in China. But its star product ‘Red-canned Wong Lo Kat’ is a rental brand from GUANGYAO Group, valid until year 2020. In order to reduce the risk of over rely on single product with single brand, JDB Group wants to build on the momentum, create its proprietary brand. JDB use about ten years to discover the best natural drinkable water source at the Kunlun Mountain. A new brand ‘Kunlun mineral water’ emerges at the right moment. This action also exposes that JDB Group entry the diversified developing strategic stage. Nowadays the bottled water industry is developing fast, and rival ship is increasingly intensification. After analysis major factors of Kunlun mineral water, the question it is facing in today’s complex marketplace has been researched in this article. In Chinese mainland, there is no really middle-class. In the bottled water market, there is a big gap between High-End and Low-End water. How JDB Group have seized this opportunity will be details as well. In the han