1、IntroductionMaster Kong is the largest brand in china.It famous by the instant noodles.China is a fast-growing market for instant noodles.The market is focusing on higher-end products, generally costing more than 1 RMB. The top three brands in this category dominate more than 85% of the market; for
2、the lower end, those costing less than 1 RMB, the leading five brands hold about 60% of the market share.The master kong owned by the Taiwanese and managed with a Japanese strategic alliance partner Sanyo Food, the third-largest player in the Japanese market. Master Kong is the largest brand, with a
3、 business scope extending to beverages (RTD) and bakeries.Nowday,everyones life are more faster.So the master kongs instant noodles can growning fast.This repot is to investigate what leads to Master kong marketing strategy in China, and how to keep it in the full with the competitors society, and M
4、aster kongs distribution strategy in China. Brief 2.1 Topic:Survey report about the promotion strategy of Master kong in China market2.2 Objectives of this investigationThe main purpose of this report is analysis of the promotion of Master Kongs strengths and weaknesses, but focus on the advantages.
5、 With Master Kongs promotion, let the other companies know that advertisement can help companies develop and expand market share.The other purpose is by analyzing Master Kongs promotion can let their brand value improve. and then they can amend mistakes.2.3 Statement of issues to be in Master KongSo
6、me issues I need to investigate first are the advertising. Master Kong takes much money in advertising, Their advertising is often appear in dinner time. People in the advertisement will show very enjoyable for their noodles. And Master Kong often find the young people to play the role in their adve
7、rtisement. Because the target customer are most be youth. Another way is to billboards advertising. Master Kong could take the billboard in bus stop near the university. Undergraduate are the main customers to buy instant noodles. Discount is also a marketing tool.Companys successfully advertising a
8、nd to participate in various activities can help company build a good branding image. Master Kong build brand in China can help them to promote their competitiveness. Become a strong brand in china market. 2.4 Reasons for the choice of issueThe reasons why I choose this problem is the competitivenes
9、s between companies become increasingly intense in China market for food companies. So the Master Kong must create a unique road to exhibit their product better. Good promotion strategy can enhance Master Kongs product cognize, promote brand value. Therefore, Master Kongs promotion strategy can help
10、 them develop.2.5 Theories in the booksWith the knowledge of the book, the use of teaching materials, HRMP-marketing, this book will tell some employees of the knowledge of the market is introduced. I can collect much information from our textbook. Products mixProducts mix is the various kinds of pr
11、oducts which generated by an organization to the customers. The production mix consisted with four elements: length,width, depth and consistency.Product Life CycleProduct life cycle is a process that an organization goes through from developing stage to decline stage. There are six stages: Developin
12、g stage, Introduction stage, Grow stage, Maturity stage, Saturation stage and Decline Stage. If a company wants to extend the production range or manage the new technology into production and so on.SWOT analysis Analyzing the situation of an organization both internal and external, and involved with
13、 strategic planning that establishes the orientation of the company. The SWOT analysis includes two aspects: internal and external.Internal analysis researches the relationship with other competitors by identifythe strengths and weaknesses of an organizations internal resources and capacities.Extern
14、al analysis researches how environment effect on an organization with opportunity and threats.Products promotion Promotion is a method that helps business sells its products. It is made by themanagement of an organization that helps company make a good performance. The appropriate promotion method b
15、ased on its products and business condition that makes business becomes more competitive than others within theindustry. And the business can use package, advertising, sales promotion, public relation, personal selling and other methods to support its sale.Price The intangible nature of services mea
16、ns that in the absence of other service quality indicators, price takes on an exaggerated role. Potential customers assume that the price represents the product quality which they cannot see, feel, or touch. Because services are perishable it is important to have a constant match of demand with supp
17、ly.Customers satisfaction of an organizationCustomer services embody the business culture of a company towards customers. The customer satisfaction and customer loyalty are the positive feedback for a company in terms of excellent customer service through meet and exceed the need of customers, or be
18、 a good listener and active communicators. 2.6 Justification for the choice of businessTsing Group was founded in 1958,in Taiwan Zhanghua. The factory was main production technical oil. In 1988, China launched its reform and opening-up policy, Tsing Group found the extensively prospect in Mainland,
19、the food industry is very poor in Mainland at that time. So they decided investment food industry.Therefore, many food companies enter the Chinese market, Master Kong faced severe challenges. So they need built new promotion strategy to promote their brand effectiveness and value, ensure more people
20、 knows their products. Master Kongs product good enough, taste good, above all, they understand what and which customers needs their products. They provide more suitable product to their consumers.2.7 Sources of informationA primary source is first hand evidence. It was there at the time of an event
21、. It is contemporary to the period being studied. I checked the information in . Watch the speech by Wei Yingzhou-the Chairman of Master Kong.A secondary source is a secondhand account about people, events, topics or places that is based on what some other writer has experienced. Good examples of se
22、condary sources are newspapers, such as Economic daily. The original material of a person is called a primary source.2.8 methodology used Turn to the internet and books for secondary information At first, I will surf the Internet and read some related books for the secondary sources. It is easier an
23、d convenient to get the real information from the authority Internet. Facts as well as theories presented in books are highly valuable for the analysis of issues investigated because not every issue can be studied by analyzing primary source of information. Visit the company in personThen I will vis
24、it the company in person, so that it helps to form a true and reliable image, deepening the understanding of the situation of the company and prevent inappropriate issues from being investigated. It is a good way to collect some real flow of the companys operation. Interview the general managerManag
25、ing the whole company, the general manager is aware of every aspect of the company and is the best man to talk with concerning the operation and development of the company. To get the first hand primary resource, I plan to have a semi-structured interview with the general manager. Holding a semi-str
26、uctured interview, I can focus on issues I concerned and my interviewees are guided by prepared questions, stating their opinions freely. Conduct the questionnaire According to the amount of questionnaire, we can make a conclusion, so that we can know the consumers appraise about the company. 2.9 St
27、atement of the criteria for Master KongCustomers feedback can help business change mistakes; this is successful in company.Master Kong is a big business company; the most important thing is customer satisfaction. If the customer satisfaction is high, then the businesss sales will continue to increas
28、e and their market share also expand.Market share is the important aspect in Master Kong.The companys success can be reflected in market share, good business competitiveness and high market share can improve companys efficiency. According to the survey, the Master Kongs market share is higher than o
29、thers. So I think the Master Kong Company is successful.3.Planning3.1Timescales for conducting the investigation.Stage Beginning dataTask Achieved dataSep. 6th 2011 The brief Sep. 13th 2011Sep. 14th 2011 The plan Sep. 19th 2011Brief and PlanSep. 19th 2011 Complete the planning stage and search infor
30、mationSep. 26th 2011Sep. 27th 2011 Find the relevant informationSep. 30rd 2011Oct. 1th 2011 Analyzing the impact of Market Oct 7th 2011InvestigationOct. 7th 2011 Evaluation of the impact of Market Oct. 21th 2011Oct. 22th 2011 Review the process of completing the reportOct. 31th 2011Nov. 1th 2011 Mak
31、e an explanation for the performance of reportNov. 7th 2011Nov. 8th 2011 Analyze the advantages and disadvantagesNov 13th 2011EvaluationNov. 13th 2011 Make suggestions for future workNov 21th 20113.2 ResourcesTime I will need about 20 days to complete this project include time that for doing primary
32、 research. Money 60 for internet, 30 for traffic, 120 for mobile phone and other expenses about 80. The total will be 290.Human ResourceMy parents stand for the fee.Summary With the objective of analyzing, researching and summarizing Master Kongs customer care strategy. Through the analysis we would
33、 know how Master Kong could satisfied their customers need and want. And in this investigation I will use secondary research and primary research to collect information which related to my topic. I used the secondary research and primary research in the investigation. And I choose Internet, Referenc
34、e Material and Book as secondary research method to collect information. In the primary research I used some methods such as Questionnaire Survey and Face to face Interview.I have introduce the Master Kong market strategy by analyzing their vision and mission.1.0 IntroductionMaster Kong is founded i
35、n the year of 1989, Master Kong is the largest brand in china. It famous by the instant noodles. China is a fast-growing market for instant noodles. The ultimate purpose of these goals is to enable Master Kong products to bring higher quality of living to consumers and investors. Samsung was heavily
36、 in debt amounting to 1.7 billion, and now is has become one of the top 500 businesses in the world with its brand value increasing rapidly. The sales of Master Kong have roared to 14 million pieces and Master Kong has gained the 10% market share, promoting the export rate of the world top three may
37、or fast food makers. There is a huge impact of opening market strategy on Master Kong electronics and the market. The business development strategies have impact on the business culture, sales volume, export share, market share and the companys competitiveness power. All these result in the fact tha
38、t corporate cultures can promote management efficiency, optimize resource allocation and improve companys competitive force; the competitiveness of enterprises is the core of the market development. Furthermore the five criteria (workers need satisfaction, market share, cost, competitive advantage,
39、brand value) are employed to assess the impact of these influences.2.0 Factors leading to promotion strategy2.1 The survey customer need of the Master KongMaster Kong concentrate on and take actions through meeting the customer need, like, in order to fulfill the well-income group, Master Kong desig
40、n new products by seeking their needs. According to the results from questionnaire, 37% of customers focus on Food nutrition; 41% of them for food tastes; 22% of them prefer products diversity. Customer has higher interest and power towards company. The Master Kong they come to Market in order to fu
41、lfill the needs of consumers. From their survey, they found out that As income levels increase, people pay more attention to tastes, but the little domestic products is hard to meet the needs of customers. In order to satisfy their needs, Master Kong decided to come to market to satisfy the consumer
42、s. They not only want to make profit, but also want consumers to know the history and culture of Master Kong , they satisfy consumers through their high class service procedures and international standard decelerations and display. Each company mentioned customer is God, goods and services and offer
43、ed for them to fulfill their need. Customer prefers the qualified products with reasonable price. Price is determined by demand and supply in the market, demand is from customer so that company should concentrate on the needs of customers. Customer satisfaction is the extent of preference towards cu
44、stomers. Higher degree reflects company achieves an efficient customer satisfaction and is good for company to build brand. In order to acquire customer satisfaction.2.2 Domestic Market SaturationThe reason for Master Kong use promotion strategy is Domestic Market Saturation. Master Kong was founded
45、 in 1989 and soon extended to European and American markets. As the long time growth, western markets do not offer any prospects for significant growth. So the Master Kong think use the promotion strategy to enter the foreign market. Master Kong, one of the most representative fast food corporation
46、in China mainland, since we join WTO, since the moment of multinational corporations putting their hearts into Chinese markets, faced cruel competition. All of these multinational corporations consider that Chinese mainland markets is the most important. They put their global competitively advantage
47、 resources to the inland of China nearly without exception. In such a competitive environment, Master Kong unavoidably face the strategy to choose again. 2.3 Brand Awareness of the Master KongThe Brand Awareness is to increasing the brand awareness of Master Kong for market. Master Kong entered Mark
48、et along with their well-known slogan “you deserve it”. . So, in order to increase the brand awareness they decided to enter market. And the Master Kong need do some promotion strategy to meet the market and let the customer to know the Master Kong is best in the fast food company. Brand awareness o
49、f Master Kong is pretty high in China. Master Kong is the most wanted brand in the Market. There 20% of customers said they will choose Master Kong at the first time. The Chinese customers are in 80% of the investigation. 3.0 How of the Master Kong statement issues3.1 The Advertisement of the Master KongAdvertising may be the most effective method of promotion for the Master Kong. There are things the company should do to manage advertising. There are mange types of media, television, radio, newspapers, magazines and the Internet. Television a
