Dissertation
Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Research on Marketing Strategies for Youmo Milk Tea

Author ShiZuoHua
Tutor FengBo
School South China University of Technology
Course Business Administration
Keywords Cups of milk tea Youmo milk tea Market positioning Marketing strategies Labixiaoxin Company
CLC F274
Type Master's thesis
Year 2013
Downloads 257
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Milk tea was popular among the young generation because it combined the taste of teaand milk. At present, the competition of the cups of milk tea market is extremely rough,especially the competition among Xiangpiaopiao, Lipton and Youlemei milk tea. At the sametime, more new brands come into the market, as a result, it enlarged the industry’s competition,and on the other hand, it illustrated the milk tea market’s broad prospect. As a second-linebrand, Youmo milk tea doesn’t have enough advantages to compete with the leading brand. Toface the fierce competition, how to effectively strengthen the marketing management hasbecome a current important topic faced by enterprises. As a result, it is important andnecessary to do the marketing strategies research of Youmo milk tea to maximize resourceutilization.This paper takes Youmo milk tea as an example to research the marketing strategiesthrough the analysis of internal and external circumstance and Key problem the brand faced.The research in this paper can help Youmo milk tea to adapt to the diverse and complexmarket and to get the key competition advantages with limited resources, and also to avoid thewaste of manpower, material resources and idle. It will help enterprises to achieve the successof the product in the market with a better understanding of the market. This paper alsocombined different kinds of products research methods, and puts forward a comprehensiveanalysis of the ideas and research methods to help corporations to do the marketing strategyresearch. This paper also provides a relatively comprehensive research idea and marketingstrategy formulation techniques, for other small and medium-sized enterprises or individualswho want to enter the milk tea market to do the marketing strategy combinations orinnovation, which can create certain reference value and significance.In this paper, it stated the status quo of Labixiaoxin Company and Youmo milk tea, andthen, studied and analyzed the key marketing issues faced by Youmo milk tea. Analyticalmodels like PEST, Porter’s five forces competitive model and SWOT analysis method havebeen used to research Youmo milk tea’s internal and external environment and its advantagesand disadvantages, the results of which have been a good preparation for Youmo milk tea’smarketing strategy formulation. Finally, it made the market position of Youmo milk tea clear.After this, the author took marketing guru Jerome McCarthy’s4Ps theory as the main line toanalyze and integrate the marketing strategy for Youmo milk tea from the four aspects such as product, price, place, promotion, and also put forward corresponding marketingmeasures. There is not only theoretical significance but also practical value. This paper arguesthat the enterprise should strengthen the combination of4Ps marketing strategy, its productsstand out its product/service advantage, and help enterprise to form strategic combination toensure the steady implementation of the enterprise strategy.

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