Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 55 , 01 December 2023
Open
Access | Article
The Research on Marketing Strategies for Master Kong’s New Products
* Author to whom correspondence should be addressed.
Abstract
Master Kong, which is the leading enterprise of instant food industries in China now is suffering from the loss of its potential profit. What caused these phenomena is the fierce competitions between the old and new brands in instant food industries. Although Master Kong can still dominate the main instant food market in China, it still needs to breakthrough its own bottleneck. In this research, new products are proposed which can also provide totally new ideas for the generation of instant food products. The online open questionnaire and in-depth research interview provide the information about the things need to be improved and the new consumer groups. The generation Z and new town youth purchasing characteristics are useful for many brands. In order to reach the generation Z and new town youth in China, specific marketing strategies are presented in this research after analyzing the real market. This research mainly dedicated into how to maintain Master Kong’s leading position and lay the foundation for its future transformation.
Keywords
SWOT analysis, business plan, consumer analysis, marketing strageties
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-157-5
- ISBN (Online)
- 978-1-83558-158-2
- Published Date
- 01 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/55/20230983
- Copyright
- 01 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited