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1、 1 / 32MARKETING STRATEGY PLAN OF THE KUNLUN MOUNTAINS MINERAL WATERBy: Sixiao Wu 2 / 32Table of Contents IAbstract .4SECTION ONE Vision and Mission Statement .5Introduction .5Long-term Objective .6Vision .8Mission.8SECTION TWO External Audit Analysis .10External Audit .10Opportunities.10Threats.10E
2、FE Matrix.11CPM Matrix .12 3 / 32Table of Contents IISECTION THREE Internal Audit Analysis .13Strengths & Weaknesses.13IFE Matrix .13SWOT Matrix Analysis .15Strategic Position and Action Evaluation Matrix .16Grand Strategy Matrix .17GE Matrix .18QSPM Matrix.21SECTION FOUR Making Marketing Strategy .
3、23Product.23Price .24Promotion .24Public relationship .26Place (Channel).26Brand and Packing Strategy.27Conclusion .29Recommendation .30Bibliography .31 4 / 32AbstractBase on the great success of Red-canned Wong Lo Kat herbal tea which create sales miracle from millions to billions, JDB becomes a we
4、ll-known company in China. But its star product Red-canned Wong Lo Kat is a rental brand from GUANGYAO Group, valid until year 2020. In order to reduce the risk of over rely on single product with single brand, JDB Group wants to build on the momentum, create its proprietary brand. JDB use about ten
5、 years to discover the best natural drinkable water source at the Kunlun Mountain. A new brand Kunlun mineral water emerges at the right moment. This action also exposes that JDB Group entry the diversified developing strategic stage. Nowadays the bottled water industry is developing fast, and rival ship is increasingly intensification. After analysis major factors of Kunlun mineral water, the question it is facing in todays complex marketplace has been researched in this article. In Ch
