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This paper takes Youmo milk tea as an example to research the marketing strategiesthrough the analysis of internal and external circumstance and Key problem the brand faced.The research in this paper can help Youmo milk tea to adapt to the diverse and complexmarket and to get the key competition advantages with limited resources, and also to avoid thewaste of manpower, material resources and idle.
At the sametime, more new brands come into the market, as a result, it enlarged the industry’s competition,and on the other hand, it illustrated the milk tea market’s broad prospect.
As a second-linebrand, Youmo milk tea doesn’t have enough advantages to compete with the leading brand.
Author: Shi Zuo Hua Tutor: Feng Bo School: South China University of Technology Course: Business Administration Keywords: Cups of milk tea Youmo milk tea Market positioning Marketing strategies Labixiaoxin Company CLC: F274 Type: Master's thesis Year: 2013 Downloads: 257 Quote: 0 Read: Download Dissertation Milk tea was popular among the young generation because it combined the taste of teaand milk.
At present, the competition of the cups of milk tea market is extremely rough,especially the competition among Xiangpiaopiao, Lipton and Youlemei milk tea.
It will help enterprises to achieve the successof the product in the market with a better understanding of the market.
Dissertation Marketing Strategy
This paper alsocombined different kinds of products research methods, and puts forward a comprehensiveanalysis of the ideas and research methods to help corporations to do the marketing strategyresearch.Marketing borders on such fields as finances, accounting, human resources, psychology, etc.At the same time, it’s a relatively new area where empirical findings play a crucial role and the amount of theoretical knowledge is not big.This paper arguesthat the enterprise should strengthen the combination of4Ps marketing strategy, its productsstand out its product/service advantage, and help enterprise to form strategic combination toensure the steady implementation of the enterprise strategy.Marketing is a complex of measures to raise the profile of a company and its products in the public mind.Dissertation prior to this date are available in hard copy format from the Marketing Departments administration office.The ubiquity of the smartphone has proven disruptive.Analyticalmodels like PEST， Porter’s five forces competitive model and SWOT analysis method havebeen used to research Youmo milk tea’s internal and external environment and its advantagesand disadvantages， the results of which have been a good preparation for Youmo milk tea’smarketing strategy formulation.Finally， it made the market position of Youmo milk tea clear.The relevance of this medium can be observed through time spent on mobile media, google mobile search numbers, and direct and indirect sales generated by mobile devices.Consumer expectations of firms have likewise increased, and there is now an anticipation of readily reliable, responsive, and personalized services to support consumers’ everyday activities whenever they need it.