莫斯利安市场营销案例分析.docxVIP

Guangming Mosley Ann yogurt CaseGroup: New Tide GroupTeam members:郑莉云黄益娜林益浩黄子懿危梦婷 Class：80785Issues of Mosley Ann yogurt（一）Marketing issues of Dairy product in China Competition Situation in Chinas dairy industry ????(1)???? In 2011, Chinas dairy industry ushered in a massive reorganization of the retrial storm.Internal review of the dairy drew a total of 1,176 companies, 643 of which are difficult through a retrial, and the rest 400 companies are fail to pass. Most of these enterprises are not approved regional-based dairy enterprises, through the industry-wide consolidation, the majority of small dairy enterprises will experience a period of adjustment. The capital huge large dairy enterprises are relying on its own strength to carry out a series of powerful annexation and expansion activities to make itself competitive with the more powerful. Finally, the main resources of Chinas dairy industry and major competitionForce will be the monopoly of a few representative companies.Figure 2.9 2013 Chinas dairy business sales accounted for???(?2). foreign brands have invaded????Our dairy market is a huge cake, many foreign brands have a share in Kay longingly.October 2013 announced its withdrawal from the Chinese market Meiji milk, but by November 2013, Japans Meiji MilkIt has released the news that you want to enter the Chinese market low milk and yogurt. Products on December 1 onwards in the East China to district began listing. Sources indicate Meiji Dairies as early as three years ago began planning for the new products to market.????East and South China is the countrys main domestic brands of liquid milk sales to, but recent years, China domestic brands are gradually reduce the market share in these regions. Correcting the reason, we find it some loss of market share mainly occupied by foreign brands, they took a fancy to our growing domestic high demand for dairy products. Since the Meiji invest and build factories in the country, entered the Chinese liquid