Strategic Marketing Plan for Local Characteristic Product : Case: Cheng Farm in Jiangxi Province, China
Wei, Peng; Zhong, Xiaonan; Wu, Yunxia (2011)
Wei, Peng
Zhong, Xiaonan
Wu, Yunxia
Kemi-Tornion ammattikorkeakoulu Lapin ammattikorkeakoulu
2011
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https://urn.fi/URN:NBN:fi:amk-2011113016482
https://urn.fi/URN:NBN:fi:amk-2011113016482
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ABSTRACT
Wei Peng, Wu Yunxia, Zhong Xiaonan 2011. Strategic Marketing Plan for Local Characteristic Product. Case study: Cheng farm in Jiangxi Province, China. Bachelor’s Thesis. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 62. Appendices 2.
The objective of this thesis is to build a strategic marketing plan for the Cheng farm carrying a local characteristic product. We expect that the strategic marketing plan can help the case company extend their business.
Both qualitative and quantitative research methods are used in the thesis, and the main method is qualitative research. The interviews, questionnaire and secondary data analysis are the main data collection techniques in the thesis. We interviewed two managers of the case company in order to understand more about the case company’s current situation and market situation. Furthermore, we distributed a questionnaire in November 2011 to individual customers in supermarkets to collect and analyze the consumers’ consuming behaviors. From the theoretical aspects, the theoretical framework in our thesis serves as a guide to help us build the strategic marketing plan for the case company. The concept of strategic marketing plan, internal and external situation analyses, and SWOT analysis are discussed in our thesis.
The result of this thesis is a feasible strategic marketing plan for the case company. The new strategic marketing plan is based on internal and external situations analysis and SWOT analysis. The strategic marketing plan puts forward new suggestions for extending the case company’s business.
Key Words: GanNan navel orange, JiangXi province, strategic marketing plan, internal and external analysis, situation analysis, SWOT analysis
Wei Peng, Wu Yunxia, Zhong Xiaonan 2011. Strategic Marketing Plan for Local Characteristic Product. Case study: Cheng farm in Jiangxi Province, China. Bachelor’s Thesis. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 62. Appendices 2.
The objective of this thesis is to build a strategic marketing plan for the Cheng farm carrying a local characteristic product. We expect that the strategic marketing plan can help the case company extend their business.
Both qualitative and quantitative research methods are used in the thesis, and the main method is qualitative research. The interviews, questionnaire and secondary data analysis are the main data collection techniques in the thesis. We interviewed two managers of the case company in order to understand more about the case company’s current situation and market situation. Furthermore, we distributed a questionnaire in November 2011 to individual customers in supermarkets to collect and analyze the consumers’ consuming behaviors. From the theoretical aspects, the theoretical framework in our thesis serves as a guide to help us build the strategic marketing plan for the case company. The concept of strategic marketing plan, internal and external situation analyses, and SWOT analysis are discussed in our thesis.
The result of this thesis is a feasible strategic marketing plan for the case company. The new strategic marketing plan is based on internal and external situations analysis and SWOT analysis. The strategic marketing plan puts forward new suggestions for extending the case company’s business.
Key Words: GanNan navel orange, JiangXi province, strategic marketing plan, internal and external analysis, situation analysis, SWOT analysis