Marketing Analysis of Vinegar in Hengshun Company

Only available on StudyMode
  • Download(s) : 133
  • Published : March 20, 2013
Open Document
Text Preview
The No.3 of Arts building
Zhejiang University City College
51 Huzhou Road

1 December 2011

Professor Min He
Teacher of Consumer Behavior
51 Huzhou Road

Dear Professor He

Attached is the report you requested on 1 December analyzing the marketing situation of XIANGFEI vinegar in HENGSHUN Company.

The report mainly includes market analysis, market strategy, SWOT analysis and recommendations of XIANGFEI Vinegar in HENGSHUN Company. Recommendations are made that, if implemented as soon as possible, should make it better.

Preparing the report has been challenging and most worthwhile. I will be available if you have any queries or wish to discuss any part of the report in more detail.

Yours sincerely

Student in CB Class

A REPORT OF THE MARKETING ANALYSIS OF VINEGAR IN HENGSHUN COMPANY AS AT DECEMBER 2011

Prepared for:

Professor Min He
Teacher of CB
Zhejiang University City College

Prepared by:

Student in CB Class

Date of submission:

12 December 2011

TABLE OF CONTENTS
Item
Summary iv 1. INTRODUCTION
1.1 Authorization……………………………………………………………..1 1.2 Aim of Report…………………………………………………………….1 1.3 Scope……………………………………………………………………..1 2.0 BACKGROUND
2.1 Company Background………………………………………………………………..2 2.2 Consumer Background.................................................................................................3 2.3 Competitor Background……………………………………………………………...3 2.4 Condition Background……………………………………………………………….4 3.0 ANALYSIS

3.1 SWOT Analysis……………………………...………………………………….6 3.2 4Ps Analysis…………………………………………………………………….7 4.0 PLAN AND RECOMMENDATIONS
4.1 Marketing Plan……………………………………………………………...9 4.2 Recommendations…………………………………………………………..10 5.0 CONCLUSIONS………………………………………………................11

List of References……………………………………………………………………12

Summary

This report was commissioned by Professor Min He to analyze the marketing situation of XIANGFEI vinegar in HENGSHUN Company.

The report focuses on these aspects: market analysis, market strategy, SWOT analysis. By analyzing these, a market plan should be made.

As financial crisis is going on, the companies in all aspects suffered a decrease in their business. After analyzing the background of HENGSHUN, it is clearly to know the conditions of company. HENGSHUN Company registered capital is 127.15 million Yuan. Stock price is $7.1 per share. New total share capital is 127.15 million shares. Annual sales are more than 1.1 billion. By August 2011, the company's total assets are 3.28 billion. What’s more, HENGSHUN become the first listed company in 2001, and this company developed much faster than before. From the selected information, its product sales grew over 20% between July and August in 2011, and the estimated growth rate of this year will more than 25%. In 2009, the operating income of HENGSHUN Company is 1.174 billion Yuan, and the growth is over 68.09%; the company earned 40,440,000 in the same period, and doubled compared to prior to listing performance. The company is committed to extending modern new spices and vinegar products research. At the same time, relying on the century brand, the company has implemented Trans - regional development at Chongqing, Shanxi, Anhui, Jiangsu and other places, where established the condiment production base. At present, HENGSHUN Vinegar has been developed from a traditional sauce vinegar manufacturer into the largest and most modern vinegar production enterprises. The company mainly produces vinegar, soy sauce, pickles, rice wine and...
tracking img