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–ExternalAuditAnalysis10ExternalAudit10Opportunities10Threats10EFEMatrix11

2、CPMMatrix1232/32TableofContentsIISECTIONTHREE–InternalAuditAnalysis13Strengths&Weaknesses13IFEMatrix13SWOTMatrixAnalysis15StrategicPositionandActionEvaluationMatrix16GrandStrategyMatrix17GEMatrix18QSPMMatrix21SECTIONFOUR–MakingMarketingStrategy23Product23Price24Pr

3、omotion24Publicrelationship26Place(Channel)26BrandandPackingStrategy27Conclusion29Recommendation30Bibliography3132/32AbstractBaseonthegreatsuccessofRed-cannedWongLoKatherbalteawhichcreatesalesmiraclefrommillionstobillions,JDBbecomesawell-knowncompanyinChina.Butits

4、starproduct‘Red-cannedWongLoKat’isarentalbrandfromGUANGYAOGroup,validuntilyear2020.Inordertoreducetheriskofoverrelyonsingleproductwithsinglebrand,JDBGroupwantstobuildonthemomentum,createitsproprietarybrand.JDBuseabouttenyearstodiscoverthebestnaturaldrinkablewaters

5、ourceattheKunlunMountain.Anewbrand‘Kunlunmineralwater’emergesattherightmoment.ThisactionalsoexposesthatJDBGroupentrythediversifieddevelopingstrategicstage.Nowadaysthebottledwaterindustryisdevelopingfast,andrivalshipisincreasinglyintensification.Afteranalysismajorf

6、actorsofKunlunmineralwater,thequestionitisfacingintoday’scomplexmarketplacehasbeenresearchedinthisarticle.InChinesemainland,thereisnoreallymiddle-class.Inthebottledwatermarket,thereisabiggapbetweenHigh-EndandLow-Endwater.HowJDBGrouphaveseizedthisopportunitywillbed

7、etailsaswell.Inthehandofbrand,volatilityofconsumerpreferencesmadecompanymustcontinuallyhavenewfactorsand‘in’topic.Kunlunwatermustenlargeitsregion;getmoreandmoreloyaltyofitscustomer.Inthehandofchannel,itstillcanmakefulluseofRed-cannedWongLoKat’schannels,alsodevelop

8、newchannels.Afterresearching,therearemanyprojectsandsolutionstobementionedinthisarticle.32/32IndustryBackgroundNowadayspeoplearenolongerthoughtthatthefu