Markeing Plan

In: Business and Management

Submitted By jiyuzhenkidd
Words 12950
Pages 52
Origin International Company
Marketing Plan

Fort Hays State University
Shenyang Normal University

Spring 2011
Table of Contents
Situation Analysis……...........................................................................................3
History of the Company…………………………………………………………3
Mission…………………………………………………………………………..4
Goal……………………………………………………………………………...4
Marketing Environment………………………………………………………….4
Core Competencies ………………………………………………………....4
Controllable Factors…………………………………………………………4
Uncontrollable Factors………………………………………………………5
Target Market Description ………………………………………………………6
SWOT……................................................................................................................12
Marketing Strategies……………………………………………………………..13
Product Description and the Competition……………………………………….13
Placing…………………………………………………………………………...20
Pricing…………………………………………………………………………...23
Promotion………………………………………………………………………..25
Primary research…………………………………………………………….27
Packaging …………………………………………………………………..30
Advertising………………………………………………………………….32
Conclusion…............................................................................................................35
Bibliography…….....................................................................................................36
Appendix ……...........................................................................................................38
Press release………………………………………………………………………38
Research Question………………………………………………………………..39
Team Attendance Report.......................................................................................42

Situation Analysis
History of the Company
The company’s full name is China Mengniu Dairy Company Limited. The company locates in Helingee County in Huhehaote economic section, Inner Mongolia, China. The president Niu Gensheng set the…...

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