In this report, it first analyzed the development of rice wine industry in China, then it discussed the rice wine industry in the capital market, next it carried out the SWOT analysis of Shaoxing rice wine, finally it explored the 4P’s marketing strategies of Shaoxing rice wine. Through the analysis, it has been found that the Shaoxing rice wine has a huge market potential. In the aspect of marketing strategies, it should focus on the high price market, and the northern market and rural market, as well as make efforts on brand.
Table of Contents
1 Introduction 4
2 Differential advantages / Competitive edges 4
2.1 Comparison of volatility 4
2.2 Comparison of valuation 4
2.3 Analysis of profitability and growth capability 5
3 SWOT analysis 5
3.1 Strengths 5
3.2 Weaknesses 6
3.3 Opportunities 6
3.4 Threats 7
4 4P’s marketing strategies 7
4.1 Product 7
4.2 Price 8
4.3 Place 9
4.4 Promotion 10
5 Conclusion 11
The rapid development of rice wine industry has become an important category of alcoholic beverages. Along with the industrial policy guidance of "positive development of rice wine", nutrition, health care consumer attitudes are deeply rooted, and ancient rice wine industry has renewed vitality. In 2002, rice wine production exceeded 1.4 million tons, in 2005, rice wine production exceeded 2 million tons, and in 2006, is a breakthrough in the history of 2.2 million tons (Robroad.com, 2010). Rice wine has been able to start actively direct competition with health wine and foreign wine. In the minds of consumers, it becomes the fourth-largest category besides white wine, beer and red wine.
Shaoxing Rice Wine Group Ltd. of China is one of the 520 key enterprises, is the chairman unit of Chinese rice wine Industry Association branch, the total assets is 2.4 billion yuan, and has more than 3,000 employees (Robroad.com, 2010). The company is based on rice wine, and actively develops the rice... [continues]
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(2011, 05). Marketing Strategies of Shaoxing Rice Wine in China. StudyMode.com. Retrieved 05, 2011, from http://www.studymode.com/essays/Marketing-Strategies-Of-Shaoxing-Rice-Wine-703922.html
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