MengNiu’s Marketing Strategy

The objective of the study was to analyze the marketing of MengNiu group and make some suggestions for its future. The main things in the research process are based on the case of the enterprise to analyze the market competitiveness and market environment for increasing market share of the enterprise. The theoretical part of the thesis report refers to some main concepts, including external and internal marketing environment, a SWOT analysis of market situation, and methods of enlarging market of the company. All of the contents are premised on the case of the company. The empirical research of the thesis report is quantitative research. The quantitative research was based on the questionnaire targeted for customers of MengNiu. The conclusion of the thesis, and the research are that challenges and opportunities are coexisting in the future development of the company. In the end, three suggestions are presented for the development of the company in the future