Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

A Study on Marketing Strategy of Oishi in Hubei

Author GuoZhongYing
Tutor JingFengJie
School Huazhong University of Science and Technology
Course Business Administration
Keywords Snack food Channel Marketing strategy
CLC F426.82
Type Master's thesis
Year 2011
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In recent years, with the rapid development of economy and the increasing of people’s living standard, the output value and the market of the snack food industry continue to grow exponentially. With a higher the urban household consumption index, puffing products and potato chips account for the high share of the snack food industry. Oishi is a leading company which produces puffing products and potato chips, facing a lot of opportunities and bearing enormous pressure of market competition. Oishi’s market share is behind major competitors in Hubei.This paper is adopting theoretical and experiential research methods. The paper is to highlight marketing strategy in Hubei. Firstly, the paper introduces the basic situation of the snack food industry and focuses on the Oishi’s internal, external, industry and competitive environment. Secondly, the paper summarizes Oishi’s status and problems in Hubei market. Thirdly, the paper concludes that Oishi formers its own core competitiveness in research and development, product and distribution, and establishes competitive advantage through Differentiation and Cost Leadership strategies. Finally, the paper sums up the main problems in Hubei, including poor control of large modern terminal channels, weak development of the traditional channels and ineffective promotions.The paper puts forward a series solutions involving the differentiated product, diversified channel and targeted promotion strategies. Through carrying out them, Oishi’s market share and sales have been improved rapidly in the past two years in Hubei. All of the results show that those strategies are effective. In addition, the paper does not mention brand-building, product research and development strategies, which will be paid more attention in future.

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