Fraser and Neave, Ltd.

Executive Summary

Fraser and Neave, Ltd. is a publicly traded company. It's industries are printing industry, real estate industry, beverage and food industries. Beverage industry has been for centuries, is everyone known. Here we analyze the Fraser and Neave's beverage industry. In order to provide customers with a new five-year strategic plan, we conducted market research, and providing appropriate and feasible consultancy report. The purpose of this project is based on the analysis at all, to better improve the Fraser and Neave company's marketing strategy in the market. Through our product development, marketing strategy, pricing strategy, positioning strategy, brand strategy to enter the market, so that Fraser and Neave company in the international market have higher brand awareness and more market share.

Introduction

Marketing management is the business or organization in order to achieve objectives, and target market to establish and maintain mutually beneficial exchange relationship, while the design of the project analysis, planning, implementation and control. Marketing management in essence, demand management, namely the level of demand, the timing and nature of effective mediation. In marketing management practice, companies often need to pre-set an expected level of market demand, however, the actual level of market demand may be expected level of market demand is not consistent. This requires corporate marketing managers for the different needs and adopt different marketing management strategies, to effectively meet the market demand, to ensure business goals.

Market strategy is an enterprise in a complex market environment, in order to achieve certain sales targets on the market that may occur or has occurred, the situation's overall planning issues.It is divided into eight stages.

The first step: the market and user analysis, if a company does not understand its market and users, it is difficult to survive, so the first step is to conduct...