昆仑山矿泉水策划分析方案（英文版）

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1、MARKETINGSTRATEGYPLANOF‘THEKUNLUNMOUNTAINSMINERALWATER’By:SixiaoWu32/32TableofContentsIAbstract4SECTIONONE–VisionandMissionStatement5Introduction5Long-termObjective6Vision8Mission8SECTIONTWO–ExternalAuditAnalysis10ExternalAudit10Opportunities10Threats10EFEMatrix11CPMMatrix1232/32TableofContentsIISE

2、CTIONTHREE–InternalAuditAnalysis13Strengths&Weaknesses13IFEMatrix13SWOTMatrixAnalysis15StrategicPositionandActionEvaluationMatrix16GrandStrategyMatrix17GEMatrix18QSPMMatrix21SECTIONFOUR–MakingMarketingStrategy23Product23Price24Promotion24Publicrelationship26Place(Channel)26BrandandPackingStrategy27

3、Conclusion29Recommendation30Bibliography3132/32AbstractBaseonthegreatsuccessofRed-cannedWongLoKatherbalteawhichcreatesalesmiraclefrommillionstobillions,JDBbecomesawell-knowncompanyinChina.Butitsstarproduct‘Red-cannedWongLoKat’isarentalbrandfromGUANGYAOGroup,validuntilyear2020.Inordertoreducetherisk

4、ofoverrelyonsingleproductwithsinglebrand,JDBGroupwantstobuildonthemomentum,createitsproprietarybrand.JDBuseabouttenyearstodiscoverthebestnaturaldrinkablewatersourceattheKunlunMountain.Anewbrand‘Kunlunmineralwater’emergesattherightmoment.ThisactionalsoexposesthatJDBGroupentrythediversifieddeveloping

5、strategicstage.Nowadaysthebottledwaterindustryisdevelopingfast,andrivalshipisincreasinglyintensification.AfteranalysismajorfactorsofKunlunmineralwater,thequestionitisfacingintoday’scomplexmarketplacehasbeenresearchedinthisarticle.InChinesemainland,thereisnoreallymiddle-class.Inthebottledwatermarket

6、,thereisabiggapbetweenHigh-EndandLow-Endwater.HowJDBGrouphaveseizedthisopportunitywillbedetailsaswell.Inthehandofbrand,volatilityofconsumerpreferencesmadecompanymustcontinuallyhavenewfactorsand‘in’topic.Kunlunwatermustenlargeitsregion;getmoreandmoreloyaltyofitscustomer.Inthehandofchannel,itstillcan

7、makefulluseofRed-cannedWongLoKat’schannels,alsodevelopnewchannels.Afterresearching,therearemanyprojectsandsolutionstobementionedinthisarticle.32/32IndustryBackgroundNowadayspeoplearenolongerthoughtthatthefu