Current Marketing Situation
市场情况汇报英文
市场情况汇报英文Market Situation Report。
The market situation report aims to provide a comprehensive analysis of the current market conditions, trends, and challenges. In this report, we will examine the key factors influencing the market, including consumer behavior, competition, and economic indicators. By understanding the market dynamics, we can make informed decisions and develop effective strategies to drive business growth.Consumer Behavior。
Consumer behavior plays a crucial role in shaping the market landscape. Understanding the preferences, needs, and purchasing patterns of consumers is essential for businesses to tailor their products and services. In recent years, there has been a noticeable shift towards online shopping, driven by convenience, competitive pricing, and a wider range of choices. As a result, traditional brick-and-mortar retailers are facing increasing pressure to adapt to the changing consumer behavior. Additionally, there is a growing demand for sustainable and ethically sourced products, reflecting a shift towards conscious consumerism.Competition。
拼多多营销模式的现状及前景分析
拼多多从 2015 年 10 月上线至今，仅三年左右时间获取近 4 亿用户，一跃成为电子商务的市场的一匹黑马，于 2018 年 7 月份成功上市。[]
在整个电商红利逐渐下降、流量日益稀缺的时期，短时间内，拼多多就在电商巨头中占有了一席之地，迅速崛起，饱受批评却依然获得成功。这与其具有特色的营销模式密切相关，例如拼多多品牌形象的塑造、品牌热度的持续等都是比较有特色的，所以进行研究分析拼多多营销模式以及现状，成为众多学者和企业家关注的热点。分析探讨拼多多现在存在的一些问题，不仅有利于拼多多完善自己的商业模式，而且对电商行业而言，更是有助于丰富整个电商行业的发展方向，也能促进各个电商平台的合理性竞争。因此，当代年轻学者非常有必要对拼多多的营销模式进行剖析思考、对其存在的不足之处提出见解与建议。
2.3
借助传统媒体和互联网宣传拼多多平台，微信造势，利用社交圈口口相传。拼多多以拼团模式紧紧抓住移动社交的流量红利，背靠微信这拥有 10 亿用户的流量大入口，从而迅速崛起。拼多多持续不断的引流是通过微信庞大且强粘性的用户基础，通过微信这个入口，拼多多得以触达互联网主流用户，同时借助微信支付、小程序等简化购物流程，形成闭环。目前拼多多小程序的月活超过两亿。同时，腾讯也借助拼多多，实现了自身社交流量的变现。拼多多通过微信好友和朋友圈的主动分享，这种通过分享链接到群或微信好友帮砍价，利用微信较强的导流能力和低价优势来进行传播，使拼多多获得了巨大的传播量。 拼多多推出的“砍价免费拿”活动，借助微信和朋友圈，在平台规定的 24 小时之内，对所选商品进行砍价，一人可砍价一次，直至砍价成功。“分享助力”活动也是利用微信群和朋友圈，通过链接助力，一人可助力一次，达到规定人数助力，即可享受免单政策。微信小程序具有“无需安装、用完即走、无需注册、无需登录”等特性，极大的方便了用户的购物，同时也建立了新的购物习惯。利用“小程序+支付”的营销组合方式，拼多多的不仅简化了购物流程，也在一定程度上提高了相关内容的后续销售转化率。[]
2023年中国新媒体营销现状与发展趋势
新媒体营销的特点
互动性
传播速度
内容创 新
个性化 定制
跨界合 作
Characteristics
数据驱
of New Media
动
Marketing
短视频平 台
社交媒 体平台
新媒体营销的目的和意义
新媒体营销的目的主要在于通过各种新媒体平台，如社交媒体、短视频、直播等，进行品牌推广、产品宣传、用户互动等，以达到 增加品牌曝光度、提升用户认知度、促进销售等目标。具体来说，新媒体营销的意义在于：
1.新媒体营销的发展趋势
未来，新媒体营销将继续朝着以下几个方向发展：
2. 社交媒体平台的多元化：随着社交媒体平台的不断发展和创新，企业 需要更加注重不同平台的特性和用户群体，制定更加多元化的营销策略。 3. 营销模式的创新：随着技术的不断进步和创新，企业需要不断地探索 新的营销模式，例如直播带货、短视频营销等，以适应消费者的需求和 习惯。
短视频营销是一种新兴的营销方式，通过短视频平台如抖音、快手等发布短小精悍的视频广告，吸引用户关注和点击。企业可以通过短视频平台发布产品视频、介绍产品特点和使 用方法，提高用户对产品的认知度和购买意愿。短视频营销的应用场景包括：
4. 产品展示：企业通过短视频平台展示产品外观、功能和使用方法，提高用户对产品的认知度。 5. 品牌推广：企业通过短视频平台发布品牌故事、企业文化等内容，提升品牌形象和用户忠诚度。 6. 广告投放：企业将短视频广告投放到目标用户群体集中的平台，提高广告曝光率和点击率。
营销是一种以内容为核心的营销方式，通过创作有价值的内容吸引用户关注和分享，提高品牌知名度和美誉度。企业可以通过博客文章、微信公众号、微头条等方式发布有价值的 内容，吸引用户关注和互动，提高用户对品牌的认可度和忠诚度。内容营销的应用场景包括：
美国友邦保险公司在中国市场的营销手段分析
摘要随着中国加入WTO，保险业已经逐步履行入世承诺和逐步实行全面开放。
面对着越来越多的市场竞争者的加入，中国保险市场得到进一步的发展，但同时保险公司间的竞争也日趋激烈。
本文旨在分析美国友邦公司在中国市场的营销手段，进而提出对中国保险公司的一些启示。
论文首先介绍了世界保险业的现状和发展趋势，以及中国保险市场的开放和跨国保险公司的发展，并对美国友邦保险公司在中国市场的发展和其营销现状做了简要介绍，包括其代理人制度、营销机构的设置和代理人报酬体系，进而通过友邦保险和中资寿险公司形成“冰火两重天”的案例简介分析，引出友邦保险在中国市场的营销手段，包括产品营销、价格营销、合作营销、网络营销、一对一营销、广告营销和公共关系营销等，并对其做了详细分类分析，最后通过对其营销手段的成败的分析而提出了一些对中国保险公司在保险业全面开放的背景下如何运用好营销手段的启示。
【关键词】友邦保险营销手段加入WTO 代理人制度AbstractAfter China’s access of WTO, the insurance industry has been widely opened according to the promises in WTO. With more and more rivals entering, the insurance market in China has a further developing. Nevertheless, the competition between the insurance companies becomes more violently. The thesis intends to introduce and analyze the case of how American International Group Inc. exploits their market in China and then gives some advice to the domestic insurance companies.This thesis introduces the current situation of the world insurance industry and the development tendency, as well as the opening of the Chinese insurance market and the international insurance companies’ development, then it will make a brief introduction to American Ally insurance company’s development and its current marketing situation in Chinese market, including agent system, marketing organization establishment and the agent reward system. Then through analyzing "the ice fire two fold day" between the Ally insurance company and the domestic insurance company, it extracts the marketing method of Ally insurance company in Chinese market, including product marketing, price marketing, cooperation marketing, network marketing, one-to-one marketing, advertisement marketing and public relation marketing and so on. Then it makes a detail and classified analysis to it. Finally it proposes some enlightenment to Chinese insurance companies on how to use the marketing methods well under the background of the insurance industry’s opening through analyzing the success and the failure in marketing methods.【Key Words】AIG ; Marketing method ; Access of WTO ; Agent system目录1 引论 (4)1.1选题的背景与必要性 (4)1.2核心概念及解释 (4)1.3文献综述 (5)2 国际保险市场概述 (7)2.1世界保险服务贸易市场格局和发展趋势 (7)2.2中国保险市场的开放与跨国保险公司的发展 (8)3 美国友邦保险在中国市场的发展现状 (10)3.1美国友邦保险有限公司简介 (10)3.2美国友邦保险在中国市场的发展之路 (11)4 美国友邦保险开拓中国市场的营销手段 (13)4.1美国友邦保险公司的营销机构设置 (13)4.3友邦保险各项营销手段分析 (17)5 对友邦保险营销手段改进的评价和启示 (21)5.1对友邦保险营销手段的成败分析 (21)5.2友邦保险营销手段对中国保险公司拓展营销手段的启示 (22)参考文献 (24)致谢 (25)美国友邦保险公司在中国市场的营销手段分析1 引论1.1 选题的背景与必要性保险作为世界经济的重要组成部分，在经济全球化中占据着重要地位。
六级试卷2021年12月试卷
六级试卷2021年12月试卷一、写作（15%）Directions: For this part, you are allowed 30 minutes to write an essay related to the short passage given below. In your essay, you are to comment on the phenomenon described in the passage and suggest measures to address the issue. You should write at least 150 words but no more than 200 words.With the development of technology, more and more people are addicted to their mobile phones. They use their mobile phones everywhere, such as on the bus, at the dinner table, and even while walking on the street. This has led to some negative impacts on people's lives, relationships, and health.二、听力理解（35%）Section A.Directions: In this section, you will hear two long conversations. At the end of each conversation, you will hear four questions. Both the conversation and the questions will be spoken only once. After you hear a question, you must choose the best answer from the four choices marked A), B), C) and D). Then mark the corresponding letter on Answer Sheet 1 with a single line through the centre.Conversation One.Questions 1 to 4 are based on the conversation you have just heard.1. A) He is a fitness coach.B) He is a trading adviser.C) He is a tourist guide.D) He is a career consultant.2. A) He manages his time well.B) He has a lot of determination.C) He has a strong will.D) He is very hard - working.3. A) It is not as difficult as expected.B) It is more time - consuming than people think.C) It is much more difficult than people imagine.D) It is as easy as people say.4. A) They can make people become more patient.B) They can help people to better plan their lives.C) They can make people become more confident.D) They can help people to develop good habits.Conversation Two.Questions 5 to 8 are based on the conversation you have just heard.5. A) They are very generous in giving gifts.B) They refuse gifts when doing business.C) They regard gifts as a token of friendship.D) They give gifts only on special occasions.6. A) They enjoy giving gifts to other people.B) They spend a lot of time choosing gifts.C) They have to follow some cultural rules.D) They pay attention to the quality of gifts.7. A) Gift - giving plays an important role in human relationships.B) We must be aware of cultural differences in gift - giving.C) We should learn how to give gifts properly in different situations.D) Reading extensively can make one a better gift - giver.8. A) It reflects the giver's thoughtfulness.B) It gives the recipient a sense of superiority.C) It is an easy way to please the recipient.D) It is the best way to show our gratitude.Section B.Directions: In this section, you will hear two passages. At the end of each passage, you will hear three questions. Both the passage and the questions will be spoken only once. After you hear a question, you must choose the best answer from the four choices marked A), B), C) and D). Then mark the corresponding letter on Answer Sheet 1 with a single line through the centre.Passage One.Questions 9 to 11 are based on the passage you have just heard.9. A) It is a Spanish - owned company.B) It is a French - owned company.C) It is a German - owned company.D) It is a British - owned company.10. A) To provide better services.B) To expand its market.C) To make more profits.D) To compete with other companies.11. A) They are very satisfied with its products.B) They are indifferent to its new products.C) They are not satisfied with its after - sales service.D) They are very critical of its marketing strategies.Passage Two.Questions 12 to 14 are based on the passage you have just heard.12. A) It is a waste of time.B) It is a good way to relax.C) It is a dangerous sport.D) It is an expensive hobby.13. A) They can meet new people.B) They can enjoy the fresh air.C) They can stay in shape.D) They can relieve stress.14. A) It is becoming more and more popular.B) It is not as popular as before.C) It is only popular among young people.D) It is only popular among old people.Section C.Directions: In this section, you will hear three recordings of lectures or talks followed by three or four questions. The recordings will be played only once. After you hear a question, you must choose the best answer from the four choices marked A), B), C) and D). Then mark the corresponding letter on Answer Sheet 1 with a single line through the centre.Recording One.Questions 15 to 17 are based on the recording you have just heard.15. A) How to analyze historical events.B) How to write a research paper.C) How to conduct historical research.D) How to choose a research topic.16. A) They should be based on sufficient evidence.B) They should be interesting to read.C) They should be easy to understand.D) They should be related to current events.17. A) By consulting relevant materials.B) By interviewing experts in the field.C) By making a lot of hypotheses.D) By doing field research.Recording Two.Questions 18 to 20 are based on the recording you have just heard.18. A) It is a kind of physical disorder.B) It is a kind of mental disorder.C) It is a combination of physical and mental disorders.D) It is not a disorder at all.19. A) It can be cured by taking medicine.B) It can be cured by psychotherapy.C) It can be cured by physical exercise.D) It is difficult to cure.20. A) People should pay more attention to their mental health.B) People should lead a balanced life.C) People should do more physical exercise.D) People should see a doctor immediately when they feel unwell. Recording Three.Questions 21 to 23 are based on the recording you have just heard.21. A) It has a long history.B) It is a very expensive product.C) It is a very popular product.D) It has a unique production process.22. A) It is made from a special kind of clay.B) It is made from a special kind of wood.C) It is made from a special kind of metal.D) It is made from a special kind of stone.23. A) It is very fragile.B) It is very durable.C) It is very heavy.D) It is very light.Recording Four.Questions 24 to 25 are based on the recording you have just heard.24. A) To improve their language skills.B) To learn about different cultures.C) To make more friends.D) To have a better future.25. A) They should be more confident.B) They should be more patient.C) They should be more open - minded.D) They should be more independent.三、阅读理解（35%）Section A.Directions: In this section, there is a passage with ten blanks. Youare required to select one word for each blank from a list of choices given in a word bank following the passage. Read the passage carefully before making your choices. Each choice in the word bank is identified by a letter. Please mark the corresponding letter for each item on Answer Sheet 2 with a single line through the centre. You may not use any of the words in theword bank more than once.The idea of progress started to flower in the 17th century. At that time, many wise thinkers believed that man liberated by reason would riseto ever greater heights of achievement. The many expressions of humannature would be 1) _unfolded_ through rational enquiry. Knowledge wouldgrow and human institutions would adapt, 2) _resulting_ in continuous progress. The Enlightenment thinkers saw that 3) _mankind_ had a long wayto go, but they were certain of the direction in which society was 4)_heading_.Today, the concept of progress still holds great 5) _appeal_, but the evidence is mixed. There has been significant material progress in the last century. But social progress has been more 6) _elusive_. If the idea of progress is to have any meaning at all, it must have a 7) _human_ dimension. This means that progress should be measured not only in terms of economic growth but also in terms of the quality of life of all people.The 8) _current_ situation is that economic growth has not always led to an improvement in the quality of life. In some cases, economic growth has been 9) _accompanied_ by a decline in the quality of life. For example, increased pollution and traffic congestion are often the 10) _by -products_ of economic growth.Word Bank:A) appeal.B) accompanied.C) current.D) elusive.E) heading.F) human.G) mankind.H) resulting.I) unfolded.Section B.Directions: In this section, you are going to read a passage with ten statements attached to it. Each statement contains information given in one of the paragraphs. Identify the paragraph from which the information is derived. You may choose a paragraph more than once. Each paragraph is marked with a letter. Answer the questions by marking the corresponding letter on Answer Sheet 2.The End of the Book?A) Amazon, by far the largest bookseller in the country, reported on May 19 that it is now selling more books in its electronic Kindle format than in the old paper - and - ink format. That is remarkable, considering that the Kindle has only been around for four years. E - books now account for 14 percent of all book sales in the country and are increasing far faster than overall book sales.B) Does this spell the doom of the physical book? Certainly not immediately, and perhaps not at all. What it does mean is that the book business will go through a transformation in the next decade or so more profound than any it has seen since Gutenberg introduced printing from movable type in the 1450s.C) Physical books will surely become much rarer in the marketplace. Mass market paperbacks, which have been declining for years anyway, will probably disappear, as will hardbacks for mysteries, thrillers, "genre" fiction, etc. Such books are a commodity, and as the market becomes more competitive, only the cheapest production methods will be viable.D) But I think the death of the physical book is greatly exaggerated. There are several reasons for this. First, as I have already noted, e - books are still a relatively small part of the overall book market. Second, the tactile experience of a book - the feel of the paper, the smell of the ink - is something that many people still enjoy. Third, there are certain types of books - art books, coffee - table books, children's picture books - that are much better in a physical format.E) For publishers, the shift to e - books is both a threat and an opportunity. On the one hand, they face the loss of revenue from the decline in physical book sales. On the other hand, they have the opportunity to reach a much wider audience with e - books. Publishers arealso starting to experiment with new business models, such as subscription services for e - books.F) For authors, the impact of e - books is also mixed. On the one hand, they may receive less money per book sold in e - book format than in physical format. On the other hand, they may reach a much larger audience with e - books, which could lead to more overall sales. And some authors are starting to experiment with new forms of writing, such as interactive e - books.G) The future of the book is likely to be a hybrid of physical and digital. There will be physical books for those who prefer them, and e - books for those who prefer digital. And there will be new forms of books that combine the best of both worlds, such as enhanced e - books that include video and audio elements.H) The key question is how quickly this transition will occur. It could be a relatively slow process, over the next decade or two. Or it could be a much more rapid process, depending on a variety of factors, such as the rate of technological innovation, the price of e - readers, and the availability of e - books.I) In any case, the end of the physical book is not nigh. There will always be a place for physical books in our lives, whether it be for the aesthetic experience, the sentimental value, or simply because some books are better in physical form.1. Amazon reported that e - book sales are increasing faster than overall book sales. (A)2. The shift to e - books offers publishers both threats and opportunities. (E)3. There are certain types of books that are better in physical format.(D)4. The future of the book is likely to be a combination of physical and digital. (G)5. The tactile experience of a book is something that many people still enjoy. (D)6. E - books now account for 14 percent of all book sales in the country. (A)7. For authors, the impact of e - books is also a mixture of positive and negative. (F)8. Physical books will become rarer in the marketplace. (C)9. The end of the physical book is not near. (I)10. The speed of the transition to e - books depends on various factors.(H)Section C.Directions: There are 2 passages in this section. Each passage is followed by some questions or unfinished statements. For each of them there are four choices marked A), B), C) and D). You should decide on the best choice and mark the corresponding letter on Answer Sheet 2 with a singleline through the centre.Passage One.The rise of the Internet has been one of the most transformative developments in human history, comparable in impact to the invention of the printing press and the telegraph. Over two billion people worldwide nowhave access to vastly more information than ever before, and can communicate with each other instantly, regardless of location. These capabilities have led to a new wave of innovation, entrepreneurship, and social change.However, the Internet has also created new problems. One of the most significant is the spread of false information. With the ease of creating and sharing content on the Internet, false stories, rumors, and misinformation can spread like wildfire. This can have serious consequences, such as influencing elections, causing public panic, and undermining scientific research.Another problem is the issue of privacy. As people share more and more personal information online, they are at risk of having that information stolen or misused. Hackers can break into personal accounts, companies can collect and sell personal data without permission, and governments can use surveillance techniques to monitor their citizens.To address these problems, several measures can be taken. First, individuals need to be more educated about the Internet and how to use it safely. They should be aware of the sources of information they consume,and be cautious about sharing personal information. Second, technology companies need to take more responsibility for the content on their platforms. They can develop algorithms to detect and remove false information, and implement stronger privacy policies. Third, governments need to regulate the Internet more effectively. They can pass laws toprotect privacy, punish those who spread false information, and ensure that the Internet remains a free and open space.1. The Internet is compared to the invention of the printing press and the telegraph because _.A) it has transformed human history.B) it has made information easily accessible.C) it has led to a new wave of innovation.D) it has made communication instant.2. The spread of false information on the Internet can _.A) influence elections.B) promote scientific research.C) encourage entrepreneurship.D) prevent social change.3. What is the problem with privacy on the Internet?A) People are too cautious about sharing personal information.B) Hackers can't break into personal accounts.C) Companies can't collect personal data.D) People's personal information may be misused.4. To address the problems of the Internet, individuals should _.A) develop algorithms to detect false information.B) be more aware of the sources of information.C) pass laws to protect privacy.D) implement stronger privacy policies.5. Which of the following is the best title for this passage?A) The Internet: A Double - Edged Sword.B) The Internet: A Boon to Innovation.C) The Internet: A Threat to Privacy.D) The Internet: A Source of False Information.Passage Two.In the United States, a person can take credit for (把…归于) another person's accomplishment if he or she has a certain relationship with that person. For example, a husband can take credit for his wife's success in business if he has been supportive of her throughout her career. Or a father can take credit for his son's academic achievements if he has provided the necessary resources and guidance.However, this practice can also lead to problems. One problem is that it can be unfair to the person who actually accomplished the task. If someone else takes credit for their work, they may not receive the recognition they deserve. Another problem is that it can create a false sense of entitlement. People who take credit for others' work may start to believe that they are entitled to the rewards and benefits associated with that work, even though they did not actually do the work.。
BEC商务英语营销策划小组展示Market Plan1
Strengths
Weaknesses
Opportunities
Threats
Strengths
Source and producing area Technology and product Brand and marketing Strength and resources
Weaknesses
The chocolate market in India is transforming from luxury to daily consumer goods.
Threats
Subprime crisis Customers’ ideas are not sure
COMPETITOR AND ISSUE ANALYSIS
There are no many competitors in the confectionary industry
Cherish is a market leader in the industry.
MARKETING OBJECTIVES
MARKETING STRATEGY
Advertising. Internet.
BUDGET
The budget for the implementation of the marketing strategy will be Ruபைடு நூலகம்ees5,141 500.
The total available fund for the project from the head office is Rupees6,000,000.
Marketing plan
小组成员： 陈玉红 罗莎莎 孔雪 张磊
LOGO
competitive advantage
part a: current situationpest analysisswot analysisporter’s 5 forcescompetitive advantage summary of current marketing significant findingsCA竞争优势（Competitive Advantage）是一种品质,而且这种品质是独特的,难以观测与测量,但是又能在竞争中明显地表现出来. CA 在竞争中培养,也是在日常工作中积累起来,但是必须要耐心与智慧,而不是随意或自然拥有. CA可以使公司在市场中得到的好处超过它的竞争对手. 保持CA使公司保持独特的竞争力,通过模仿与取代竞争对手而获得经济价值的能力. 根据CA,公司采取进攻性或防守性行为,为公司谋求在其行业中的防御地位,从而成功地应对各种优势,并为公司赢得超额回报(return on investment)3.专一化战略(Market focus/focus strategy) 是指公司专注于某一独特或者狭窄的客户,从而超过了较广阔领域的消费者. 这样可以满足特殊对象的需求而实现差异化. 可是专一化战略意味着限制了可以获得的市场份额, 专一化战略必然包含着利润率profit rate和销售额sales amount相互取代为代价的关系. 公司要么可以通过满足特定群体的需求而实现差异化，要么可以在为特定群体提供服务时降低成本，或者可以二者兼得.Market focus一般集中于竞争对手的弱点其中条件包括 1.拥有受欢迎的产品如 2.开发专有技术如 3.不渗透的市场结构,由于地理位置地理位置、收入水平、消费习惯、社会习俗等因素的不同，将形成专门化市场，这些市场之间的隔离性越强，越有利于专一化战略的实施如 4. 不容易模仿的产品.如2.差异化战略（differentiation) 是指公司向市场(包括生产者或者消费者)提供独特的利益,然而获得CA产品的过程和结果.first,differentiation给生产者带来利益可以有效回避与其他公司的正面竞争,使市场上缺乏可以比较的选择从而削弱消费者手上选择的权力.sencond,differentiation带给消费者的利益也非常明显,公司间不断的竞争使产品质量变得更好,产品价格更低,消费者的需求得到更贴切的满足.获得differentiation的途径有很多种,关键在于保持这些差异而不是一时拥有（substantive,not cosmetic). 获得differentiation 主要有三个途径 1. 功能创新一种独特的创新满足了从来未出现过的需求,这种途径通常通过获得专利（patents）或者商业秘密（Business Secret）以合法技术垄断来维护differentiation的优势 2.度身定做, 这是differentiation的最高形式. 产品根据每个群体的甚至每个人的不同需求来获得最大的满足,这种产品与一般产品没有什么不同,然而就是注重细节需求来获得差别.1.成本领先战略Overall cost leadership优势是指公司通过降低自己的生产成本cost of production和costs of Operating,使自身产品低于竞争者的产品价格,从而获得高市场占有率Market shares 与行业平均水平以上的利润. 实现这方面的优势,意味着公司成为行业内的低成本生产者.即使公司已经依靠低成本而获得优势,也必须要达到行业的平均水平,或者结合differentiation使用实现Overall cost leadership有三种方法:1.value chainanalysis 通过value chain analysis可以知道公司在行业内价值链所处的位置从而了解自身的劣势和竞争对手的优势2.Strategic Positioning analysis 公司的战略必须与同行的特点相匹配包括价格产品质量性能特色和服务等,根据以上因素制定公司战略 3. Cost Driver Analysis 在value chain analysis 和Strategic Positioning analysis的基础上还需要进行Cost Driver Analysis分析. 通过它可以知道可能把成本动因与特定价值作业之间的关系量化,从战略上考虑成本管理,以控制日常生产经营中大量潜在的问题。
专业英语整理后
Marketing plan for Procter&Gramble班级：11营销y(1)姓名：魏弯弯学号：111220212013.12Brief ContentsPart1 Executive Summary (2)Part2Current Marketing Situation (2)1、Market Description2、Product Review3、Competitive Review4、Channels and Logistics ReviewPart3 Strengths,Weakness,Opportunities and Threat Analysis (6)5、Strengths6、Weakness7、Opportunities8、WeaknessPart4 Objectives and Issues (9)Part5 Marketing Strategy (10)Part6 Action Program (14)Part7 Budgets (15)Part8 Controls (16)Part9 Marketing Plan (17)Marketing Plan for p&gExecutive summaryProcter & gamble company has been committed to create a people-oriented, customer is god's service market, always with an eye to the future for consumers around the world to providefirst-class quality products, let consumers every day in the life to the fullest.Procter & gamble company plans in the future five years(2008-2012), the minimum production value of 2008 dollars to the relatively small environmental impact of products. Like tide or concentrated detergent products such as cold water can make substantial and significant improvement of the environment. Current Marketing SituationProcter & gamble company operating in China product category have shampoo hair care products, skin care beauty products, personal cleaning products, oral care products, women's health supplies, baby care products, household fabric care products, food etc. Eight categories of products, product barcode in more than 400, in today's society emphasizes sustainable development, p&g can face challenge actively seize the opportunity to continuously introduce new green productsOpportunities and challenges coexist. Unilever is p&g's main rival,procter & gamble if you want to keep the position of the industry first, you need to continuous improvement in technology, marketing strategies, rather than a conformist, stagnant. In the host country, there are some competitors, more or less, or grab its share of the market, p&g needs to make corresponding countermeasure, to the challengeMarket DescriptionProcter & gamble before entering the Chinese market before entered the Chinese market, China shampoo market, almost no high profile of shampoo, hair care products, bee flowers, the shampoo has dominated the market, but they also rely on low price strategy to win, so at the time, they have a relatively high-end products. Due to the traditional concept of life and consumption, there are more Chinese consumers still use shampoo shampoo and bulk. Today's market environment. In p&g's new idea of shampoo after entering China, and there are many brands of washing hair lotions appeared in China market. Its shampoo market has experienced 10 years of development, gradually mature, competition is increasingly fierce, by the 80 s era of procter & gamble into such as the conditions for the development of nowadays, procter & gamble's products can meet the demand of social progress by people's increasing material requirements, and also can satisfy the consumers' personalizedconsumption, procter & gamble company has powerful productivity, high requirement to the product technology content, its strong brand strength, strong capital, as well as the huge consumer groups, product coverage, none is not to prove it. P&g will make great efforts on the existing target achieved consumer desire for ideal valueProduct ReviewProcter &gamble's more than hundreds kinds of products, in the field of shampoo in China, the company introduced more brand differentiation market segmentation strategy, which owns rejoice, head & shoulders, pantene, yan, stage, and many other strong brands, the establishment of a high brand loyalty, occupy absolute advantage position in the shampoo market. The individual products emphasize the personality of its own characteristics:L head and shoulders: persistent dandruffL rejoice: make your hair more smoothL pantene: vitamin b5L stage: fashionable avant-courierL of ica moves: plant concept, herbal essence, hair is specialIn addition to wash hair conditioner, procter & gamble in the oral care and personal cleaning products are also no less, all highlight the unique creativity of each product.Competitive ReviewIn today's society increasingly fierce competition, p&g is noexception, his main rival, has a few:Unilever: market share in China occupies a considerable proportion of, in terms of hair products is form tripartite confrontation with procter & gamble, the company since its inception in 1987, the enterprise scale, product variety growth year after year, for example from the original single lux 2 kinds of specification development in 1996 to four categories of 72 kinds of specifications, the company has developed into a famous national daily chemical products enterprises.Hengan: heng group was founded in 1985, is one of the first companies to enter the Chinese health supplies market. The three main products of sanitary pads, baby diapers and paper for many years among the top market shareColgate palmolive: the commodity co., LTD is a leading global consumer goods company, in the oral care, personal care, household care and pet food, etc, to provide high-quality consumer goods, many famous brand is familiar, especially in the cavity care, liquid soaps and underarm care is a big powerful competitors procter & gambleChannels and logistics reviewProcter & gamble's sales channel channel mainly has the following kinds: Modern retail channels (35%), including the international retail chains, such as wal-mart, carrefour, etc. Regional chain stores, Beijing hualian, trust-mart, etc. Traditional distribution channels (65%) : such as region of supermarkets,department stores, convenience stores, cosmetic stores, grocery stores, wholesale market, city scope including the category, second, three types of cities and towns.Strengths,weaknesses ,Opportunities and Threat analysis P&g has several powerful strengths on which to build ,but our major weakness is Lack of creativity and new brand creativity,The main opportunity is procter & gamble has a good reputation and in today's world of economic globalization. However the main threats we face is also due to the economic globalization brings new competitive challenges, as well as honest and trustworthy value problemstrengths1.A high safety degree. Procter & gamble buying is more daily consumer goods, have a very large consumer groups, it's safe to say everyone can be p&g consumers, and this product is not influenced by outside factors such as season, climate environment. High stability2 the company strength, high credibility.A 3 interest appeal and emotional appeals to improve the cultural connotation of the brand.4 unique brand marketing strategy: brand, more personality. In the same field successfully launched several brands, is a feature of p&g in the brand marketing.5 operation model: both inside and outside the stereoscopic. Procter & gamble to distributor by modern distributing storage and transportation center, builds up the distributor network composed of strategic customers, distributors in addition to have scale, efficiency, professional service and the characteristics of specification, also need to have strong financing ability, at the same time reduce the number of distributors, expand provides space for existing distributors business.6 concealed weapon - unique market research. Procter & gamble in observation, understanding, understanding consumers, pay great attention to the communication with Chinese consumers at all levels, in the China market research, established a huge database, in a timely manner to capture the opinions of the consumers.7 the brand image: people-oriented. Only close to the human nature, to capture the heart, can talk about consumers to the brand has know there. Procter & gamble products technology and advertising strategy comes from respect for the people, to create more value for humaweaknesses1 lack of creativity. Advertising is similar to each other between, no idea, only emphasis on pure product function and characteristics. There is no creative brand publicity.2. dispersion is higher because of money and energy on different brands, so for a product in quality and other aspects, the hard to avoid attention more dispersed.. 3. to international management by procter & gamble refuses to accept the traditional concept of the product life cycle. Believe that as long as the brand management and innovation unceasingly, can maintain consumer loyalty.opportunitiesFrom just established, at the beginning of the similar products in the domestic market, a lot of similar domestic enterprise has not yet arisen, p&g don't have to worry about the loss of market share. For now, as a result of the procter & gamble's brand already enjoys a good reputation at home and abroad, the enterprise can use its good reputation and abundant capital, through innovation, establish a better corporate brand. Take a bigger share of the market. As China's comprehensive national strength has increased, the international economic integration, China product class sells abroad, to p&g provides the opportunity to compete with other foreign companies.threats1.The world economic integration, multiple brands into the Chinese market. As the world economic integration, foreign goods with China, many people hold the concept of the other. Think that domestic goods far from WaiLaiHuo good. Especially the peer brands such as l 'oreal, unilever brands also impact the procter & gamble. It only to see who is more to be tested.2. the integrity of China. As the 08 the big doll of sanlu milk powder incident and 10 years of shuanghui ham clenbuterol security issues. People such as "sanlu", "shuanghui" brand has lost the faith of the so-called also lost confidence in domestic at the same time, "brand is the absolute principle" is no longer the bibles by people.3. the rise of Chinese companies. Chenming paper, etc. Objectives and LssuesThe target1. Procter &gamble plans over the next five years, the minimum production value of 20 billion dollars to the relatively small environmental impact of products. Like tide or concentrated detergent products such as cold water can make substantial and significant improvement of the environment.2 p&g company promises, in the next five years (2008-2012), will now produce carbon dioxide emissions per unit of production,energy and water consumption and the waste output on the basis of their respective each minus 10%.3. P&g will continue through the social responsibility activities continue to improve people's livelihood.4. Procter & gamble company will motivate </zcxl/jili/ > and attract its 138000 employees, will be "the sustainable development thought and behavior" into each employee's daily work.5. Procter & gamble company will continue to cooperate with external stakeholders, to meet the challenges of the global sustainable development provides new opportunities and solutions , the lack of customized products of the company, can't satisfy the nowadays consumer demand, the simplification of existing products, and the same, no innovation, no good implement localization in the Chinese market development, result in loss of consumer group, the competition of the company, and diversified development, advance occupied low-end consumer market, the company's crisis public relations consciousness is insufficient, lead to the company's image is damaged, part of the product positioning is high, the distance with consumerMarketing stategyProcter & gamble for difference market positioning strategy, it is theproduct of the overall market is divided into several segments, select two or more or all of the segment of the market as a target market, also is to take the overall marketing strategy. Procter & gamble's brand to more than 300. More than the implementation of brand strategy, makes the p&g in customer mind set up strength of the large family brand image. In addition, procter & gamble's brand marketing has very strong pertinence, p&g's multiple brand strategy is not simply as a product to several trademarks, but the pursuit of differentiation between different brands of similar products, including function, packaging, publicity, etc, so as to form the each brand of distinct character. Field.PositioningA statement that summarizes company or brand positioning –it takes this form .to(taget segment and need)our (brand)is (concept)that (point-difference0.Procter & gamble company advocating consumer is supreme principle, constant innovation. Their products to consumers can always ensure the quality, satisfied people in the process of use, and are willing to buy again. The basis of good product produce good advertising, advertising broad play space. P&g insist for a long time to implement the "Unique Selling advice" theory (namely the Unique shot Proposition, USP theory). Rejoice "shampoo, conditioner, head and shoulders"dandruff ", "professional hairdressing supplies" stage, safeguard the sterilization and inhibit bacteria regeneration for a long time, ariel's "strong decontamination", starting from the product itself to develop functional "points", as the connection with consumers, make consumers feel real products.Project stragey1,More than 1, the brand strategyP&g products are involved in all fields, in the Chinese market, treasure section eight kinds of detergent brands, 8 kinds of soaps, 5 kinds of shampoo brand and 3 toothpaste brand, etc2, the new product development strategyProcter & gamble company attaches great importance to the quality of the products and localization, constantly committed to the development of new products, especially payattention to the development and manufacture of special design products for Chinese market.Pricing strategyP&g entered China has been taking the market skimming pricing strategy, which is high price strategy, but in the face of increasingly fierce competition, procter & gamble with their competitors in many kinds of products in succession the price strategy. The following arethe main types of1, mantissa pricing strategies, such as 9.9 yuan rejoice2, penetration pricing strategy: is suitable for the demand elasticity is big, substitute for more new products. 3, skimming pricing strategy: pantene price increases at the same time, there are series of olay 4, discount pricing strategy: head and shoulders preferential pack (400 ml) buy with 400 ml increase customer purchase quantity, and repeat purchase.Distribution stategy1, reasonable division of labor2, the integration of marketingIntegrated marketing plans is refers to the transformation of procter & gamble to help dealers for procter & gamble, after modification, and marketing the relevant functional departments have similar to p&g organization and operate.3, retailers to education policyProcter & gamble in each sales region employing locals as promoters, responsible for regular visit retailers, save a lot of cost for channel system, and collected a large amount of information about consumers. 4, and share informationSales promotionMarketing communications strategy1, the combination of standardization and differentiation strategy 2, the seamless distribution strategy3, advertising strategyProcter & gamble every new product, can rely on advertising enhance brand awareness, promoting consumption boom. Since then, the ads to maintain at a reasonable level, branding tips Marketing researchProcter & gamble by the demand for Chinese consumers makein-depth investigation and study, produce with localization, high quality and low price products, successfully shaped the good corporate image. P&g attaches great importance to the scientific research and technology development, accelerate the process of localization of raw materials, together with the power system to coordinate action force, with personalized products long life cycle, with rich customer value management by objectives, obtained consumer's consistent high praiseAction Programs1. uses the multi-brands the brand to extend the strategy, has carried on the full investigation based on the valuable clean company to the customer demand, based on to the consumer demand thorough understanding, makes the unceasing innovation product the decision2 to use is the brand management system management system, managesin the personnel on, uses is the user friendly management, humanist management idea3. The product basis different expense demand designs the manufacture, implements the variation sale, satisfies the different level crowd the need, thus further seizes the market, forms monopolizes the market nearly the aspect..4. The variety innovation, does not separate sends out the product which welcome to be suitable for sale, meanwhile has the product mix innovation, the improvement existing product discovers the more reasonable product mix.Sets up the special technical research and development department, the safeguard company's product can obtain the unceasing renewal promotion.5 maintains own multi-brand strategy, researches and develops the product besides oneself, but also relies on the abundant fund foundation to purchase other company brand, forms the present to have involves the different domain like product type fabric and lives at home nursing, styles hair the cosmetology, the baby and family nursing, health nursing, food and the drink and so on brand approximately 300.Simultaneously guarantees the strict quality requirement.BudgesManagers use budges to project profitability and plan for each marking program’s expenditures,scheduling and operation.Total first-year salesrevenue for the p&g is projected at $200 million ,with an average wholesale price of $120 per unit and variable cost of $100 per unit for a unit sales volume of 400,000 breakeven calculations indicate that the p$g will become proitable after the sales volume exceeds 500,000 early in the product’s second year.our break-even analysis of p&g’s first product assumes per-unit wholesale revenue of $200per unit.ControlsControls help management assess results after the plan is implemented.identify any prolems or performance variations and initiate corrective action.we are planning tight control measures to closely product’s quality and customer service satisfaction.this will enable us to react very quickly in correcting any problems that may occur.other early warning signals that will be monitored for signs of deviation from the plan include monthly sales and monthly expenses.developing contingency plans to address fast-moving environmental changes such as new technology and new competition .Marketing plan toolsP&g offers two valuable resources to assist you in developin a marketing planThe marketing plan handbook explains the process of creating a marketing plan .complete with detailed checklists and dezens of real-world exampleMarketing plan pro is an award-winning software package thatincludes sample plans,step-by-step guides an introductory video.hep customizable charts for documenting a marketing plan。
Unit Fifteen《饭店实用英语》
• 9. P/S mix: a component of marketing mix. 产品/服务组 合。
• 10. The months of the different seasons in hotel sales: the peak season (旺季) : May，September，October. the shoulder season (平季) : April，June，July，August， November. the low season （淡季）: January，February，March， December.
• 5. direct mail: Three new forms of mail delivery appeared in the 1980s: fax mail，e mail，and voice mail. Catalog marketing can also be a type of direct mail.
Notes
• 4. marketing plan: Most marketing plans will have the following sections: executive summary，current marketing situation，opportunity and issue analysis (SWOT)，objectives，marketing strategy，action programs，projected profit and loss statement，and controls.
“市场营销”讲义国际著名销售大师营销技巧(英文)
Demand
Company Demand
Market Demand
Estimating Current Demand
Total Market Potential Area Market Potential Industry Sales Market Share
Market-Oriented Strategic Planning
Objectives
Resources
Skills
Opportunities
Market-Oriented Strategic Planning
Objectives
Resources
Profit and Growth
Skills
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
Information
Company Orientations Towards the Marketplace
Objectives
Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New
Challenges
Objectives
店长写业绩下滑原因范文
店长写业绩下滑原因范文英文回答：Due to the recent decline in sales performance, it is imperative to analyze the underlying causes and implement corrective actions to restore growth. After thorough examination, we have identified several key factors contributing to the current situation:1. Market Fluctuations: The industry has been experiencing a downturn in consumer demand due to economic uncertainties and changes in consumer preferences.2. Increased Competition: The market has become increasingly competitive with the entry of new players and the expansion of existing competitors. This has resulted in intensified price wars and reduced market share.3. Product Line Obsolete: The company's product line has not kept up with the evolving customer needs and markettrends. Customers are seeking out more innovative and feature-rich products, while our current offerings have become less competitive.4. Ineffective Marketing Strategies: The current marketing campaigns have failed to resonate with the target audience and generate sufficient leads. There is a need to reassess the target market, refine the messaging, and explore new channels.5. Weak Sales Pipeline: The sales team has not been able to generate a sufficient number of qualified leads and convert them into paying customers. There is a lack of effective lead nurturing and follow-up processes.6. Low Employee Motivation: The sales team has expressed dissatisfaction with the current compensation structure and lack of recognition. This has resulted in decreased productivity and motivation.7. Inefficient Inventory Management: Poor inventory management has led to stockouts and overstocking, resultingin lost sales opportunities and increased operating costs.中文回答：业绩下滑原因分析。
制定营销计划英文作文模板
制定营销计划英文作文模板英文回答：Marketing Plan Template。
Executive Summary。
A brief overview of the marketing plan, including its goals, target audience, and key strategies.Situation Analysis。
A review of the current market conditions, including competition, customer demographics, and industry trends.Target Audience。
A description of the specific group of people that the marketing plan is intended to reach.Marketing Goals。
The specific, measurable, achievable, relevant, and time-bound (SMART) goals that the marketing plan aims to achieve.Marketing Strategies。
The specific actions that will be taken to reach the target audience and achieve the marketing goals.Marketing Budget。
The estimated cost of implementing the marketing plan.Evaluation。
The methods that will be used to track and measure the success of the marketing plan.Recommendations。
Maxwell
Current Marketing situation
Maxwell House is the most global of Kraft foods coffee brands, after building its status as an American favorite with “good to the last drop” flavor. The main brands of coffee like Nestle, Maxwell are less competitive than other soft drinks and other sweetened beverages. On the other hand, about 90% of domestic coffee products are imported from abroad, which are need to pay import duties, while the remaining 10% of the domestic production of the coffee are depend on the low production of domestic coffee plantation. These factors increase the market price of coffee products. According to the survey, three in one coffee at least needs 1 Yuan, the instant coffee needs 2 to 3 Yuan, as for fried ground coffee at least needs 10 Yuan. In the high-end coffee shop a cup of coffee at least close to 20 Yuan. To make coffee much competitive, the price can be a actual fact to think about.
调研报告常用的动词短语
调研报告常用的动词短语在调研报告中，动词短语的运用能够使文笔更生动，表达更具力度。
下面是调研报告常用的一些动词短语及其解释。
1. Give an account of：对……作出解释、说明The purpose of this report is to give an account of the current market trends and consumer preferences.2. Collect data：收集数据We collected data through surveys and interviews to gather insights on customer satisfaction.3. Analyze findings：分析发现After collecting the data, we analyzed the findings to identify key patterns and trends.4. Conduct research：开展研究We conducted research to understand the impact of social media on consumer behavior.5. Identify opportunities：发现机会Through our research, we were able to identify opportunities for market expansion and product development.6. Explore possibilities：探索可能性In order to meet the changing market demands, we explored possibilities for product diversification.7. Assess the situation：评估情况We assessed the current market situation to determine the best course of action.8. Investigate the problem：调查问题Our team investigated the problem thoroughly to find the root causes.9. Examine the impact：检查影响We examined the impact of the new regulations on the industry asa whole.10. Compare and contrast：比较和对比We compared and contrasted different marketing strategies to evaluate their effectiveness.11. Develop a strategy：制定策略Based on our research, we developed a comprehensive marketing strategy.12. Implement a plan：执行计划We implemented a plan to improve customer service and increase customer satisfaction.13. Monitor progress：监控进展We continuously monitored the progress of our marketing campaign to ensure its success.14. Show a trend：显示趋势The data showed a clear upward trend in sales over the past quarter.15. Recommend actions：建议行动Based on our findings, we recommend taking immediate actions to improve product quality.16. Present results：呈现结果The research team presented the results at the conference, highlighting the key findings.17. Evaluate performance：评估绩效We evaluated the sales team's performance to identify areas for improvement.18. Identify challenges：发现挑战We identified the challenges faced by the company in entering new markets.19. Investigate competitors：调查竞争对手We investigated the strategies used by our competitors to gain market share.20. Formulate a plan：制定计划We formulated a plan to address the issues raised by the stakeholders.21. Assess the impact：评估影响We assessed the potential impact of the new product launch on the company's profitability.22. Review literature：回顾文献We reviewed the relevant literature to gain a deeper understanding of the research topic.23. Identify trends：确定趋势By analyzing the data, we were able to identify emerging trends in consumer behavior.24. Examine factors：研究因素We examined various factors that contributed to the success of the marketing campaign.25. Recommend improvements：建议改进We recommend implementing a customer feedback system to identify areas for improvement.这些动词短语可以帮助你在调研报告中更准确地描述调研过程和结果，使报告更具说服力和可读性。
营销策划方案英文标题
营销策划方案英文标题Title: Expanding Market Reach and Maximizing Sales through Integrated Marketing StrategiesTable of Contents:1. Executive Summary2. Introduction3. Situation Analysis4. Marketing Objectives5. Target Market Segmentation6. Competitive Analysis7. Marketing Strategies7.1 Product Strategy7.1.1 Product Development and Enhancement7.1.2 Packaging and Branding Strategy7.1.3 Pricing Strategy7.2 Promotion Strategy7.2.1 Advertising and Public Relations7.2.2 Sales Promotions and Incentives7.2.3 Digital Marketing and Social Media7.3 Distribution Strategy7.3.1 Channel Selection and Management7.3.2 Sales Force Strategy8. Marketing Budget9. Implementation Plan10. Evaluation and Control11. Conclusion12. References1. Executive Summary:This marketing planning proposal aims to expand market reach and maximize sales by utilizing integrated marketing strategies. It provides an overview of the current market situation, identifies marketing objectives, target market segmentation, and competitive analysis. The proposal outlines product, promotion, and distribution strategies, along with a detailed implementation plan, budget, and evaluation methods.2. Introduction:In an increasingly competitive business environment, it is crucial for companies to create effective marketing plans to drive growth and profitability. This proposal aims to assist our company in expanding its market reach and maximizing sales through integrated marketing strategies across various platforms and channels.3. Situation Analysis:This section provides a comprehensive analysis of the current market situation, including market size, growth potential, industry trends, and customer behavior. It also identifies the strengths, weaknesses, opportunities, and threats (SWOT analysis) of the company, which serve as a foundation for developing effective marketing strategies.4. Marketing Objectives:The marketing objectives outlined in this proposal are specific, measurable, achievable, relevant, and time-bound (SMART goals). These objectives include increasing market share, enhancing brand awareness, launching new products, expanding into new territories, and improving customer loyalty and satisfaction.5. Target Market Segmentation:Identifying and understanding the target market is vital for crafting tailored marketing messages and strategies. This section explores demographic, psychographic, and behavioral factors to segment the market effectively. It also includes an analysis of customer needs, preferences, and purchasing behavior.6. Competitive Analysis:To stay ahead of the competition, it is crucial to understand the strengths and weaknesses of competitors. This section provides a detailed analysis of key competitors, their market share, positioning strategies, pricing, and promotional activities. It also highlights opportunities and threats presented by competitors.7. Marketing Strategies:This section outlines key marketing strategies to achieve the stated objectives. It includes product strategy, promotion strategy, and distribution strategy.7.1 Product Strategy:This section focuses on product development and enhancement, packaging and branding strategies, and pricing strategies. It aims to create a compelling product offering that appeals to the target market and delivers superior value.7.2 Promotion Strategy:This section covers advertising and public relations, sales promotions and incentives, and digital marketing and social media strategies. It aims to increase brand awareness, generate interest, and drive sales through effective promotional activities.7.3 Distribution Strategy:This section examines channel selection and management and sales force strategy. It aims to optimize the distribution network to ensure efficient delivery of products to the target market.8. Marketing Budget:This section provides a detailed breakdown of the marketing budget. It includes costs for advertising, promotions, digital marketing, sales force, and other marketing activities. The budget is aligned with the objectives and strategies outlined in the proposal.9. Implementation Plan:This section outlines the step-by-step plan for implementing the marketing strategies. It includes timelines, responsibilities, and resources required for each activity. It ensures a systematic and coordinated approach to execute the marketing plan.10. Evaluation and Control:To measure the effectiveness of the marketing strategies, this section defines key performance indicators (KPIs) and evaluation methods. It outlines how progress will be monitored, and adjustments will be made if necessary. This ensures continuous improvement and maximum return on investment.11. Conclusion:In conclusion, this marketing planning proposal provides a comprehensive framework for expanding market reach and maximizing sales. The integrated marketing strategies outlined in this proposal will help our company achieve its marketing objectives and gain a competitive edge in the market.12. References:This section includes a list of references used to support the analysis, strategies, and recommendations outlined in this marketing planning proposal.。
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Current Strategy Report
To Wal-Mart 1. Current Marketing Situation
Background
Wal-Mart(Wal-Mart Stores, Inc.) is a chain worldwide in America that is the largest company by turnover in the world. Headquartered in Bentonville, Arkansas. Wal-Mart mainly involved in retail, is the world's largest enterprise employees for three consecutive years in the U.S. magazine "Fortune" Global 500 companies in the top.
Environmental facors(Just in China)
Social: End of 2001, a total of 662 Chinese cities. Int these cities, there are 8 cities has more than 8 million and 17 cities has from 2 million to 4 million population. Between one million and two million has 141, 500 thousand to one million has 279, 200 thousand to 500thousand has 180, under 200 thousand has 37. Some of these cities are industrial city by key projects. Some of these city are port city with good opening condition. Some of these is the historical and cultural city. All this is tell us China has a biggest market in the world.
Political: Wal-Mrat China is currently operating a variety of formats, including shopping malls, Sam’s Club stores, community stores. The government support Wal-Mart very well such as raise capital and so on. End of Aug 5, 2010, it were open 189 stores in the country to created more than 50,000 jobs.
Economic: Economic and industrial development in the healthy and quick. All the customer have stronger confidence to market. This two points show us the people want to improve the purchasing power to buy.
Technological: Wal-Mart’s logistics and distribution is the NO.1 in the world. In the high technology and utilization of electronic technology has invested a lot of money, it make it always is a world leader in theis area. Invested 400 million dollars to launched a commercial satellite to achieve a global network. Competitors: In China’s current major competotors is the CarreFour and Metro CarreFour in China the main mode of business strategy is localization.
Metro is currently the main business pholosophy is do it myself and innovation management.
SWOT Analysis
Strengths: Wal-Mrat has a core competence is international logistics system support by informantion technology. Information technology also strengthenging the process of Wal-Mart’s efficient procurement. Weaknesses: Wal-Mart built the world’s largest food retailers. Even though it has an advantage in information technology, but because of its large business development which may lead to inadequate control.
Opportunities: Wal-Mart through the new location and form to get the opportunity to development. Closer to the cunsumer’s location and the establishment of the inernal stores at he mall can make it more deversified. Threats: Wal-Mart’s leader the industry make it to be a catch-up goal for all competitors. Wal-Mart’s global business strategy makes it possible to state in its political issues encountered.
2. Oppirtunity & Issue Analysis
Oppourtunities exist for Wal-Mart on the insistence of the current strategy of large-scale supermarkets.
To purchase, conflated of strategic alliances with other global retailers to focusing on specific markets such as Europe or the Greater China Region. Wal-Mart just opening a handful of countries. Therefore,expanding the market can bring a lot of business opportunities
3. Strategy
Wal-Mart’s object is “help customers save every penny”. Strict cost control to make price lower and lower to catch the customers. Focus on low-income group.
All the major supermarket chains have adopted low-cost business strategy, but Wal-Mart’s unique is that it all from the supply channel, the method of distribution and marketing costs, administrative expenses and other areas to save money. Proposed the “every day parity, consisitent” slogan, and do their best to try to make it truth.
Retailers want to build brand image in the minds of customers not only focus on the high quality and low-price, customers also want to enjoy the shopping at the same kind of service. Walton said,” We are all working for the customer, you may think it is working for the boss, but in fact he was same of you. Outside our organization it have a big boss, that is the customer.”。