如何提高克莉丝汀的市场份额通过营销策略
如何提高克莉丝汀的市场份额通过营销策略(论文7300字)
Title： How can Christine increase its market share in Shanghai by marketing strategies?
1.Introduction
Shanghai Christine Foodstuff Co., Ltd. is a Taiwan-funded enterprise which was established in August 8, 1992. It mainly produces some kinds of Chinese and Western food such as cakes,bread,moon cakes,cookies,candies, jelly and other more than three thousand products.
Every early morning, there are more than 10,000 cakes and about 30 million bread made by five Christine central factories to be divided by the logistic team to all the Christine stores with good packages for customers. In Shanghai nearly 14% household consumes Christine products every day. To 8 pm, bread has been almost sold out. In 2005, the revenue has reached 477 million Yuan, the profit is nearly 100 million Yuan . In2006,the revenue and profit has increased by 20%. ①
List of content
Chapter 1 Discussion of the the problem
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1.Introduction..................................................................................4
2.Problem Formulation....................................................................5
2.1 Issue...........................................................................................5
2.2 Problem Statement.....................................................................6
3.Demarcation..................................................................................7
4.Methodology.................................................................................7
4.1Marketing Research....................................................................7
4.2PESTLE......................................................................................7
4.3Five forces..................................................................................8
4.4SWOT.........................................................................................9
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4.5STP............................................................................................10
4.6Four Ps......................................................................................10
4.7Market plan...............................................................................11
Chapter 2 Analysis
1.Macro-environment analysis (PESTLE)....................................12
2.Industry analysis——competition(5 forces)..............................14
3.Market analysis ..........................................................................17
4.The company’s segmentation, target market and positioning ...18
5. Market mix------4Ps .................................................................19
6.Company analysis....................................................................20
6.1External factors of SWOT: opportunities and threats...............21
6.2Internal factors of SWOT: opportunities and threats................22 [资料来源：https://www.doc163.com]
7.Questionnaire ..............................................................................24
Chapter 3 Suggestions for solutions
1.Consideration on core strategy for future....................................26
2.New marketing mix.....................................................................26
3.Assessment of the new marketing plan.......................................28
3.1 Risk and difficulties .................................................................28
3.2Impact of the new marketing plan.............................................28
Chapter 4 Conclusion
1.Conclusion ..................................................................................28
2.Bibliograph.................................................................................30