河大国教院 营销大作业.doc

Marketing pany A report about the marketing of Master Kong ( 康师傅) Author's Name: Wang Junnan S tudent Number:3812700/ pleting Date: EXECUTIVE SUMMARY ? Overview of subject matter The Group ’s three main product segments have established leading market shares in certain segments of the People ’s Republic of China ’s(“ PRC ’s”) food industry. According to ACNielsen SCAN TRACK EXPRESS, based on sales, in December 2009, the Group was the market leader in instant noodles, ready to-drink (“ RTD ”) teas and bottled water, gained %, % % market share respectively. The Group's diluted juice and sandwich crackers gained % and % market share and held a second position respectively. The Group is best known in the PRC for its“ Master Kong ” brand name which appears on the packaging of most of its products. The Group believes that “ Master Kong ” isone of the most recognised consumer brand names in the PRC. Methods of analysis The knowledge of the marketing used in my report, which include Marketing Management to the introduction, location, consumers and products. Micro and Macro- to analysis the develop e nvironments of pany. Marketing information system, Marketing Mix, MIS , Marketing research, the target market strategy,SWOT systerm and Market Segmentation. TABLE OF CONTENTS INTRODUCTION .................................................................4 Background of pany..................................................5 Outline of report ’s structure ...................................................6 REPORT BODY ....................................................................7 T he concept marketing of Master Kong.................................7 The environment of Master Kong ..........................................7 The macro environment..........................................................7 The micro environment..........................................................9 The MIS and Marketing Research of Master Kong...............10 T he