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定制英国留学生商业管理本科课程论文
Marketing Strategy
Contents
1.0 Introduction……………………………………………..…..…………..….……..3
2.0 A Case Study on Marketing Strategy……………..….………...…..…..….……..3
2.1 Features of Marketing Strategy……..….………...…..….………....……...……..4
2.2 Influences of Marketing Strategy towards Organization……....……..…...……..4
2.3 Yonho Case on Marketing Strategy….………...…..….………...…....…...……..5
2.4 Suggestions….………...…..….………...…....……...….......…....…...…....……..7
3.0 Conclusion…….…………………………………………………………………10
References…………………………………………………..…..…………….……..11
Appendix…………………………………………………..….……………….……..12
1.0 Introduction
According to Fred (1997, pp.3) the concept of Strategic Management is defined as market strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. Marketing is the http://www.ukassignment.org/ygkczy/ management process which identifies, anticipates and satisfies customer requirements efficiently and profitably. Meanwhile, marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders. A well-organized strategy can facilitate the marketing and promote the business between the organization and its targeted clients.
This paper intends to explore the how the marketing strategy works through the deliberation on the features of the marketing strategy, and the function of the market strategy towards the organization. Based on these theories and concepts, a case study on Yonho Soybean Milk is carried on in order to analyze the current marketing strategy and the existing problems. And finally the author puts forwards his suggestions on the said existing problems.
This paper consists of three parts. The first part is an introduction of the whole paper, listing the writing purpose, and the framework of the whole paper. The second part is the body of the whole paper. It reviewed and summarized the features of the marketing strategy, and the function of the market strategy towards the organization. Based on these theories and concepts, a case study on Yonho Soybean Milk is carried on in order to analyze the current marketing strategy and the existing problems. Finally the author puts forwards his suggestions on the said existing problems. Last but not least the last part is drawn a conclusion of the whole paper.
2.0 A Case Study on Marketing Strategy
In this part, a case study on Yonho Soybean Milk is carried on in order to analyze the current marketing strategy and the existing problems after the reviewing and summarization on the features of the marketing strategy, and the function of the market strategy towards the organization.
2.1 Features of Marketing Strategy
Marketing strategy is not more than a approach of management, it is a thinking mode and concepts of value according to Cravens (2009, pp.7).
Marketing is an activities consisting of performances by individuals and organizations as well the production, distribution, promotion, pricing. Therefore the strategy used for marketing is dynamic and interactive, which is partially planned and partially unplanned, involving deliberating scanning of the internal and external environments. David (1989, pp.50) points that the internal environmental factors include the marketing mix, plus performance analysis and strategic constraints. External environmental factors include customer analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the technological, economic, cultural or political or legal environment leading to impact success. A crucial component of marketing strategy is often to keep marketing in line with a company's overarching mission statement.
2.2 Influences of Marketing Strategy towards Organization
The marketing strategy is like a double edged sword, with advantages and disadvantages. However, towards any organization, it expects the marketing strategy to make full use of its advantages rather than the vice versa. Lamb (1984, pp.4) mentioned competitive strategic management. The marketing strategy can facilitate the exchanges between the organization and the clients. The realization of this facilitation will be discussed in the following case study.
2.3 Yonho Case on Marketing Strategy
The mainland China is famous for its different kinds of deserts, how can a Taiwan food store become so popular in the delicious food clustered place to achieve success and become a chain store? Yonho Soybean Milk adopts different kinds of marketing strategies according to the different developing periods and marketing situations. The following is discussed Yonho’s case in detail.
This company was first started at Yonho in Taiwan. The early 50s of last century, a group of veterans, who came from the mainland of China and were far away from home, gathered around the banks of Zhongzheng Bridge between Taipei and Yonho, and erected hut to sell breakfast to make living, with grinding soy milk and fried dough sticks. Then there gradually formed a breakfast paving. Soon the fame of this area spread throughout the entire island of Taiwan, because these veterans were good at the authentic craft, as well as the grinding soy milk were fresh, nutritious, fragrant and delicious, and the fried golden fritters were made soft and crisp.
Taiwan Yonho Soybean Milk was founded by Mr. Li Zengyun from Yonho town and opened its first stores in Shanghai. After fifteen years of development, Yonho Soybean Milk gradually distributed throughout the country.
At the first period, many people felt rather regret for the fading of the Chinese traditional cultures, especially for those that were used to having soy milk and fried fritters as their breakfast, including the veterans. So, some people made up their mind to revive the fame of the Chinese traditional cultures. Lin Bingsheng, CEO of Yonho International Development Co,. Ltd., is such one. To distinguish itself from other milk products under various signs in the markets, Lin Bingsheng decided to set ‘Yonho’ as the brand for the milk to run his business. In this way ,Yonho erect its strategy aims, which determines the status and road of the company.
Taiwan Yonho Soybean Milk carries forward the responsibility to spread the traditional Chinese snacks, and set "cultural heritage, sustainable development, http://www.ukassignment.org/ygkczy/ healthy eating, harmonious China" as its business philosophy. In 1982, Lin registered ‘Yonho’ in Taiwan as its trademarks of commodities. Hongqi Company was established at the same year. Now, it seems that the company accomplishes its fate to spread Chinese snacks.
Then the food factory began massive production of a variety of bags, canned ‘Yonho’ milk. And every morning, trucks came to the company to deliver the Yonho Soybean Milk to schools, shops, super markets, and so on. Since then, Yonho Soybean Milk became famous around the Taiwan island, reviving its spirits.
The brand image is the key element in development. Yonho Soybean Milk adopts advanced production technology and strict management, as well as unique formula. In addition, they also carry out strict time management from raw materials, quality control, storage, logistics to product, using the latest bio-technology to improve the quality in order to ensure freshness and nutrition of the products and materials.
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