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1、GuangmingMosleyAnnyogurtCaseGroup:NewTideGroupTeammembers:郑莉云黄益娜林益浩黄子懿危梦婷Class：80785ContentIntroductionofMosleyAnnYogurt1Background2BriefProductoutline3SaleofMosleyAnnYogurt3IssuesofMosleyAnnyogurt4MarketingissuesofDairyproductinChina5Mainmarketingissuesof
2、MosleyAnnYogurtSolutionProposal4MarketingPlan4Contingencyplan4Conclusion4IssuesofMosleyAnnyogurt（一）MarketingissuesofDairyproductinChinaCompetitionSituationinChina'sdairyindustry (1) In2011,China'sdairyindustryusheredinamassivereorganizationoftheretri
3、alstorm.Internalreviewofthedairydrewatotalof1,176companies,643ofwhicharedifficultthrougharetrial,andtherest400companiesarefailtopass.Mostoftheseenterprisesarenotapprovedregional-baseddairyenterprises,throughtheindustry-wideconsolidation,themajorityofsmalld
4、airyenterpriseswillexperienceaperiodofadjustment.Thecapitalhugelargedairyenterprisesarerelyingonitsownstrengthtocarryoutaseriesofpowerfulannexationandexpansionactivitiestomakeitselfcompetitivewiththemorepowerful.Finally,themainresourcesofChina'sdairyindust
5、ryandmajorcompetitionForcewillbethemonopolyofafewrepresentativecompanies.Figure2.92013China'sdairybusinesssalesaccountedfor ( 2).foreignbrandshaveinvaded Ourdairymarketisahugecake,manyforeignbrandshaveashareinKaylongingly.October2013announceditswithdr
6、awalfromtheChinesemarketMeijimilk,butbyNovember2013,Japan'sMeijiMilkIthasreleasedthenewsthatyouwanttoentertheChinesemarketlowmilkandyogurt.ProductsonDecember1onwardsintheEastChinatodistrictbeganlisting.SourcesindicateMeijiDairiesasearlyasthreeyearsagobegan
7、planningforthenewproductstomarket. EastandSouthChinaisthecountry'smaindomesticbrandsofliquidmilksalesto,butrecentyears,Chinadomesticbrandsaregraduallyreducethemarketshareintheseregions.Correctingthereason,wefinditsomelossofmarketsharemainlyoccupiedbyfor
8、eignbrands,theytookafancytoourgrowingdomestichighdemandfordairyproducts.SincetheMeijiinvestandbuildfactoriesinthecountry,enteredtheChineseliquidmilkmarket,newZealandcountryside,Angaur,Germany,Dea,Oldenburger,
