统一营销计划(英文版)

Uni-PresidentMarketingPlanTableofContentExecutiveSummary.........................................................................................1Background......................................................................................................21MarketAnalysis.............................................................................................31.1Corporategoalsandtask.....................................................................31.2Marketsituationandstrategy...............................................................31.3Uni-Presidentgreenteacomparedwithcompetitor'sproducts............41.4SWOTanalysischartofUni-President................................................52.MarketingStrategy.......................................................................................52.1campaign.............................................................................................52.2PromotionStrategy..............................................................................62.3PublicCommunication.........................................................................72.4MarketResearch.................................................................................83.Activityplanning...........................................................................................93.1activityplanning...................................................................................93.2Shapingthebrandimage...................................................................103.3WeekendSale...................................................................................123.4Tastingsugar-freepromotion.............................................................143.5Promotionseason..............................................................................174Theassessmentprocess............................................................................204.1Thebasisforsuccess........................................................................204.2Successmethods..............................................................................21Conclusion.....................................................................................................22Reference......................................................................................................231/23ExecutiveSummaryUni-PresidentisalargefoodcompanyinChinaTaiwan,EastandSoutheastAsiahashighvisibility,butalsoTaiwan'slargestandoneofthefoodindustries.Uni-Presidententerprisehasbeenmorethanonehundredathomeandabroad.Operatingitemsincludegoodsandservices,tobecomeadiversifiedindustrialgroupoperatingintheintegratedlife.MarketanalysisshowedthetargetsandtasksofUni-President.andcaughtthedatesthroughtocomparewithothercompetitors.Finallyitwasfoundoutthestrength,weakness,opportunityandthreatofUni-President.Accordingtotheanalysisresults,thecontentofplanningisasfollow:ThroughmarketanalysistoknowthemarketconditionsandmanagementofcompanyatpresentAccordingproductstomakethemarketingstrategyanddothemarketsegmentsToincreasethemarketsharewithpromotionstrategybyfrontalattackandbythesideofattackMarketresearchindevelopinggreenteadrinksforelderlyAseriesofactivitiestocreatecompany'simageandincreasethesales2/23BackgroundUni-PresidentEnterprisesCorporation(UPEC)wasfoundedinYongkangCity,TainanCountyonAugust25th,1967.Todate,apartfromitsoperationsinthefoodmanufacturingindustry,ithasalwaysbeenalerttothechangesoftimeandconsumers’livesstylesinordertocontinueintheexpansionofnewbusinessesandgrowth.Byinvestingtherightproductsorindustriesattherighttimeintherightmarket,andintegratingavailableresourceforoptimalutilization,UPEChasaccomplishedoutstandingachievements.UPEC’ssuccesshasindirectlypromotedtheprosperityofsocietyandgrowthofnationaleconomy.Eversinceitsfoundation,Uni-PresidentEnterpriseCorp.hasfaithfullyfollowedthemanagementphilosophiesof“ThreeGood”and“OneFairness”championedbythefounderMr.WuHsiu-Chi.ThestaffatUni-Presidenthasworkedtirelessundertheguidanceofpoliciessuchasdiversifiedmanagement,adoptingbroadervisionsandvaluingtalentedemployeestoyieldanentrepreneurialspiritofintegrityanddiligence.Sinceitsinitiationin1967,Uni-Presidenthasalwaystakenresearchanddevelopmentveryseriously.Duringthecompany’sinitialoperation,aresearchunitwascreatedintheEngineeringDivision.Theprimaryfocusofresearchatthetimewasonthedevelopmentofnewanimalfeedformula,wheatflourdevelopmentandqualityinspectionexperiments.In1972,operationsinresearchanddevelopmentbecameindependentastheResearchDivisionwascreatedwiththreesectionsforExperiment,ResearchandService.TheresponsibilitiesoftheResearchDivisioninvolvedtheresearchanddevelopmentofflour,animalfeed,oilandgrease,instantnoodles,dairyproductsandbeverages.FromitsbeginningsinatowninSouthernTaiwan,Uni-PresidentEnterprisesCorp.hasgrownintoageneralbusinessgroupthatiscommittedtoservingconsumerswithhealthierfoodproductsthroughoutTaiwan,MainlandChinaandtherestoftheworldwith40yearsofhardworkandpainstakingmanagement.ApartfromUni-PresidentinsistenceofUn