Does anyone know the case analysis and answer of marketing Marlboro? Please give an answer. Thank you. It is urgent.

Modern management is based on the buyer, and regards the market as the main activity of the buyer, and thinks that the market is all activities that realize the realistic and potential exchange. Market = population+purchasing power+purchasing intention, that is to say, the market is a collection of population, purchasing power and purchasing intention. Therefore, whether a commodity has a market, or whether a market has been formed, depends on whether it has these three elements. If the three elements are indispensable, it is impossible to form a market. Only with three elements can this market win. Shiyan Shixin Shopping Mall succeeded in operating travel shoes because the store boldly opened up the market and adopted flexible marketing methods according to the three major factors that formed the market at that time. First, population is the first and most important factor in forming a market. The population determines the size of the market to some extent. Therefore, to see if there is a market for a commodity, we must first see how many consumers can accept it. Shiyan is a small and medium-sized city with a large population, which is not a problem. Second, purchasing power. With the population, a certain market may not be formed, but also depends on whether these people have purchasing power and how many people have purchasing power. The difficulty in selling travel shoes in Shiyan City is mainly due to the high price, which exceeds the monetary payment ability of most consumers. In view of this situation, Shixin Shopping Mall decisively adopted the tactics of selling at a reduced price, which immediately attracted thousands of customers. Because it is in line with the purchasing power of the market, it has formed a snap. Third, from the point of purchase intention, travel shoes are comfortable and durable, easy to clean, of high quality and elegant style, and the wearer keeps warm in winter. Everyone wants to own their own travel shoes, but the price is too high, and some customers can only look at the shoes and sigh. At the same time, the price of the new shopping mall is halved, which just caters to the needs of customers and conforms to the purchase intention of consumers. In a word, Shixin Shopping Mall, starting from the concept of modern market, grasped the three factors that formed the market, grasped the market, boldly explored and finally succeeded.

The customer is always right, is that right? How to understand it?

It is correct to analyze this view. It conforms to the viewpoint that enterprise marketing activities must take customers as the center and consumer demand as the marketing starting point. As operators, we must always keep in mind the golden rule that "the customer is always right". In essence, it implies that "the needs of customers are the goals of enterprises". When dealing with the relationship with customers, enterprises should stand in the customer's position, think about what customers think and worry about, accept or listen to customers' opinions or suggestions with an open mind, and put forward higher requirements for their products or services in order to better meet customers' needs. In fact, the interests of customers are consistent with the interests of enterprises themselves. The more enterprises can meet the interests of customers, the more they can have customers and develop themselves. However, there is no contradiction between customers and enterprises, especially when there is a conflict between enterprises and customers, this law should be highlighted and observed. When customers are really hurt, such as buying fake and shoddy goods with low quality and high price, the service is not thoughtful enough, and even spending money on gas infringes on the interests of consumers. At this point, even if the customer takes a rude attitude or complains upwards, it is beyond reproach; If the customer's interests are not harmed, for example, the customer is in a bad mood, there are problems in work or life, or the customer deliberately makes trouble. At this point, enterprises should be considerate of customers' hearts, give patience and explanation to enterprises, be rational, be emotional, be guided by actions, exercise reasonable restraint, bear the burden of humiliation and adhere to principles. Under normal circumstances, customers will "return the favor". Even unreasonable people, business people had better not contradict each other, but send them to the security department for handling. This entrepreneurial spirit of Okura Hotel in Japan fully embodies that the hotel attaches great importance to the interests of customers and puts customers in the supreme position, which is another embodiment of "customers are God". Business operators should remember that respecting customers means respecting themselves, and respecting customers means making profits.

Explain what is the root cause of the failure of American companies that manufacture new mousetraps?

[Resolution] The mousetrap company is oriented by the production concept and does not consider the needs of consumers. It is self-righteous, and behind closed doors is the root cause of its failure. The correct approach should be consumer-centered, market-demand-oriented, and on the basis of market research, consider consumers' wishes and needs to understand whether consumers want a better mousetrap or prefer a solution to the mouse problem. For example, use chemicals instead of mousetraps, and at the same time find out how many consumers need new mousetraps, and then formulate corresponding product strategies to determine a certain capacity.

What are the key factors of Pepsi's success? What marketing concept is embodied?

[Analysis] Obviously, the key to Pepsi's success is not that its product tastes better than Coca-Cola, nor that its advertising technology is better than Coca-Cola, but that it is better than Coca-Cola in "political warfare" and "public opinion warfare". There is no doubt that the relationship between politics and the public has become two main considerations in the emergence of marketing centers. In view of the above situation, American marketing expert Philip? Kotler put forward the concept of big marketing, that is, modern marketing broke through the old marketing pattern with products, prices, promotions and sales channels as the main body, and modern marketing concept should add two P's on the basis of 4p's, namely "political power" and public-private relations. Kotler believes that with the resurgence of trade protectionism and the strengthening of government intervention in the economy, even if the products of enterprises are marketable and the prices, sales channels and promotions are appropriate, such products may not be sold. In fact, there has never been pure politics and pure economy, and political activities and economic activities are always intertwined and interactive. The concept of large-scale marketing fully considers political influence and public opinion, which makes enterprises change from passive to active. Therefore, it is not surprising that various marketing concepts prevail abroad.

What is the root cause of the frustration of the company's products in the market after the 1950s?

[Analysis] The fundamental reason why Elqin's products are frustrated in the market is that the company is obsessed with producing exquisite, high-quality and outdated watches, and still uses traditional channels to promote products, so that it has not noticed all kinds of major changes in the watch market at all. In the complicated and changeable market environment and fierce competition, Aierqin Company "should look out of the window, but can only look in the mirror". Short-sightedness and shortsightedness are the fundamental reasons for its setbacks.

[Analysis] The cold reception of GM automatic dishwashers in the market gives us the following enlightenment: the marketing of enterprises must be based on meeting the needs of consumers, and all activities of enterprises must be consumer-centered. Only enterprises that can meet the needs of consumers can gain the support of consumers and achieve their goals. Perhaps many marketers who suffer from "myopia" are stubborn and short-sighted, thinking that as long as they produce good products, they are absolutely not afraid of no market. It is suggested that the perseverers give up the old ideas and establish a consumer-centered marketing concept to break the wrist with the strong men. Only in this way can we be invincible in the fierce competition.

[Resolution] Enterprises must attach importance to the marketing environment in marketing activities, especially in international marketing. Because in international marketing, enterprises will face completely different economic, political and legal environments, and products that sell well in their own countries may not sell well abroad. Enterprises that do not pay attention to the change of marketing environment will inevitably pay a heavy price for this. In international marketing, we should know and master the social, cultural and environmental factors of the importing country carefully and accurately, and we should not be satisfied with generalities. In connection with this, we should also pay attention to the social and cultural environment of various countries in the color and logo of commodity packaging.

As can be seen from the above cases, the main reason for the bankruptcy of Wang An Computer Company is that it is insensitive to changes in the external environment and overestimates its position in the objective environment full of changes and fierce competition.

[Resolution] In today's world, due to the rapid changes in environmental factors, the living space of enterprises is full of more variables. Including marketing channels, competitors, market demand, changes in policies and decrees, etc. Continuous marketing practice will not adapt to the ever-changing environment, so dynamic marketing is needed. Dynamic marketing is not just improvisation, but taking action immediately when the marketing environment changes and keeping up with the pace of the environmental situation. After all, it is a forced action. The higher level of dynamic marketing is "take precautions", that is, enterprises should walk in front of the trend and actively adapt to the upcoming environmental changes. The highest state of dynamic marketing is "creating the current situation". Such enterprises can carefully observe and monitor the environment and incorporate environmental changes into their planning. Take it into normal consideration and make marketing strategy accordingly. This kind of enterprise can not only walk ahead of the trend of the times, but also be the creator of the trend itself.

What enlightenment can Kodak's business strategy of producing films but taking the lead in developing and selling cameras bring to enterprise marketing?

[Analysis] Under the condition of market economy, enterprises should not only dare to "enter the market"; We should also be good at guiding demand and "creating the market". "Entering the market" is nothing more than going to the market to see the market. Those who sell well will produce (operate), and the result can only be to follow the footsteps of others, which will inevitably lead to difficulties in entering the market and doing business. "Creating the market" is different. On the basis of seriously investigating the market development trend, it focuses on the potential market and strives to open up markets for its products. This is the cleverness of Kodak policy makers, and it is also the magic weapon for Kodak film to be invincible in the competitive market with its strong hands. It can be seen that guiding demand and "creating the market" are higher-level thinking than "entering the market". Of course, "creating the market" is not behind closed doors and making subjective assumptions. The market economy has its own laws, and it is independent of people's subjective will. In order to "create the market", we must first have a strong sense of "creating the market"; Secondly, the market survey should be thorough and comprehensive, to prevent the blind from touching the elephant, to carefully screen the information, to prevent the sham as the genuine, so as to make decisions in advance; Thirdly, we should dare to take risks, be indecisive, and be afraid that this will only miss the opportunity. Only in this way can enterprises win by surprise in the market competition and have their own unique new world.

Reasons for the long-term sales of "Lika Doll" in Japan.

[Analysis] The key reason for the long-term sales of "Lika Doll" in Japan lies in the strategy of "chain marketing", that is, skillfully matching isolated products organically, or developing similar products step by step to create a "product chain", which makes customers have a chain consumption psychology. Once they buy a product on the "chain", they will go deeper and deeper step by step and become "repeat customers"

[Resolution] The success of an enterprise depends largely on whether it can catch marketing opportunities in time. If marketing opportunities comes and can be caught in time, it will be a great success. The fundamental reason for the success of "Jiabu" indoor bicycle in 1988 is that it grasped the good marketing opportunity.

[Analysis] Although snubbing customers and killing a sparrow are different in nature, the reason is the same, that is, offending a consumer and scaring away a group of consumers with purchase intentions; Not only that, if these people spread their experiences widely, it will undoubtedly make the reputation of the store plummet, making people afraid and unwilling to patronize the store. If the store does not take remedial measures, its business will be affected to some extent, and the remedy will require considerable efforts. However, some of our operators are not aware of this. They only know that offending a customer is nothing, but they don't know the chain reaction that will happen. They often look at customers and enterprises in isolation, instead of thinking about problems and looking at the causal relationship of things. In the final analysis, they only care about this and ignore that. Of course, doing business like this will not succeed. I hope some operators who only know the truth of "10- 1=9" but don't know the truth of "10- 1=0" can understand the essence of this business.

[Analysis] When enterprises attend many trade fairs, it is very important to accurately choose advertising booths and marketing psychological public relations. Many enterprises spend a lot of competitive funds to seize the outstanding booths at the entrance, and more customers generally have to browse and compare before making corresponding decisions according to their respective situations; Few transactions are made on the spot. Sandi Company, on the other hand, has grasped the customer's shopping mentality, because customers only have relatively mature trading conditions when they go to the last booth: First, they have a better understanding of the product structure of the whole exhibitor, know what products are most suitable for them, and have the ability to weigh the pros and cons; Second, customers are tired of browsing, so it is necessary to sit down and have a rest at the last stop, and at the same time understand the product structure, market structure and consumption trend of the booth. Third, as a stall owner, with the understanding of the location and economic strength of the other company, it is logical and realistic to publicize the relationship between quality control, after-sales service, peer price comparison, brand awareness and sales scale of their products, providing the best atmosphere for the first cooperation and long-term cooperation, so the transaction rate of enterprises is relatively high.

[Analysis] The high point is to be good at adopting appropriate and powerful publicity and marketing means according to the characteristics of new pharmaceutical products and customer psychology. As we know, the main characteristics of pharmaceutical products are: First, it is used to treat diseases, which is related to people's health and even life. It is not a trivial matter, customers will not easily believe the propaganda of manufacturers and buy rashly; Second, the new drug is not known to people, so it is difficult for customers to try it on the spot, and it is difficult for customers to immediately believe in its efficacy and generate purchasing motivation. Especially in the current situation of a large number of counterfeit and inferior drugs in the market, it is even more difficult to promote new drugs. Although manufacturers can advertise in newspapers, magazines, radio and television, and send salesmen to publicize everywhere, it is difficult to impress customers. The publicity and introduction of medical experts in Heilong Pharmaceutical Factory is systematic and theoretical, which can clearly explain the role and clinical efficacy of new drugs. It is authoritative and can eliminate the doubts in customers' hearts. When customers are faced with real hospital experts, rather than "medical experts" dressed by actors on TV, they will naturally have respect and recognition in their hearts. At the same time, there is bound to be a sense of trust, believing that the words of medical experts are true and credible. In this way, customers will dare and be willing to buy new drugs recommended by medical experts. In this way, of course, the promotion purpose of the manufacturer has been achieved.

[Resolution] In these two small cases, although the operators operate different projects, Maslow's hierarchy of needs theory is also used. Maslow once divided human needs into five levels, of which the highest level is the need of self-realization. Curious door and "combined shoe store" consciously or unconsciously make use of customers' self-realization needs within a certain range, so that "gods" can fulfill their dream of personalized consumption and naturally flock to them. For operators, only by being individual bosses and opening specialty stores can they be unique in the fierce market competition, win the initiative and succeed. For consumers, self-brewing and self-assembly can be described as fresh and interesting, which not only broadens their horizons, but also realizes the ideal consumption realm of "what I buy is unique". Of course, I am willing to give it a try generously.

[Analysis] People often say that "information is wealth". So, where is the information? Some enterprises are hindered by lack of information. Some enterprises think that information is everywhere. How to deal with too much information properly and skillfully, find ways to make money and "tap" business opportunities, but not every operator can understand the tricks and skillfully use them. Many managers are always led by intuitive and lagging information such as supply and demand information, practical technical information and product development information. Either "plan" or follow the script. What was the result? Except for a few who go first and earn a lot of money, companies that go first are often hurt by the "swarming effect". Mining information, collecting information, screening information and applying information are the primary links of enterprise marketing decision-making, which is related to the success or failure of enterprises. Every operator should be good at finding some "hidden" business opportunities from other people's "blind" information, and be good at handling information with market vision and advanced vision. Only in this way can we launch new products first, thus winning the initiative and achieving good economic benefits.

[Analysis] The key to running a business lies in mastering information, and the value of information lies in novelty, rapidity and exclusivity. This depends on entrepreneurs to do it everywhere, find it from various channels, and dig it, even if it is an ordinary private conversation, we must pay serious attention. Yammer was going to dig for gold, but he found valuable information from the complaints of gold diggers, that is, who can make more money than digging for gold, so he resolutely dug for gold again and turned to find water. As a result, he succeeded.

[Analysis] First of all, they are often good at capturing information and using it in time. Through the national sewage information and the national pump production and import information, the dissatisfaction of the market was found, and the huge potential of the pump market was seen. The plan for developing special sewage pumps was determined and implemented quickly. The second is to adopt appropriate marketing strategies. The factory is an unknown small factory with unsatisfactory environment and facilities. However, the quality of submersible sewage pump in this factory is excellent, which combines the advanced technology of some advanced countries in the world. Therefore, the factory adopted the way of on-site trial production, won with low energy consumption, low price and high efficiency, and won the order through convincing tests and inspections. The marketing targets of "Asia Pacific" are powerful and well-known large enterprises at home and abroad, namely Daqing and Baosteel. Orders from big companies are like market passes. The sensational effect caused by the media has strengthened the positive influence. Third, it is also the foundation of the success of "Asia-Pacific", that is, the high quality of "Asia-Pacific" submersible sewage pumps. The performance of the pump has reached the international advanced level. Both energy consumption and service life are far ahead of ordinary domestic pumps, and the price is only 1/4 of that of imported products. It is precisely because of the excellent quality of products that factories dare to sell products to large state-owned enterprises and stand the test of large enterprises. It can be seen that high quality is the most important guarantee factor for the success of enterprise marketing.

Analysis] Business managers should also be good at using reverse thinking to develop the value of information. At all times and in all countries, many business operators attach great importance to seeking ways to make money from the development of information. However, reverse development from a large amount of information is not something everyone is good at. Because people are accustomed to herd thinking, they tend to pay more attention to information with intuitive economic value, and the general attitude is to blindly abandon information that seems invalid in their own management. In fact, a lot of information that seems to have no development value also contains a lot of economic wealth. As long as you are good at using reverse thinking and carrying out information anti-development, you can turn disadvantages into advantages, turn waste into treasure and win by surprise in business wars. The success of the above two enterprises in developing and utilizing information also illustrates this point.

[Resolution] From this example, we can see that market segmentation is of great significance: First, it is conducive to opening up new markets in marketing opportunities. To do a good job in marketing, enterprises must first look for opportunities and seize them. Through market segmentation, enterprises can effectively analyze and understand the degree of demand satisfaction of various consumer groups and the competition in the market, find out which consumers' needs are met by marketable products and which consumers' needs are not met, know whether the competition of various products is fierce, find business opportunities, develop marketable products and give full play to the potential of enterprises. Japanese TV manufacturers have found a blank spot in the market, which is the result of their market segmentation. After subdividing the American TV market, they found that there was potential demand in the small TV market and there was no corresponding product to meet it. Developing this market will be of great benefit. Secondly, market segmentation is conducive to improving marketing efficiency. After market segmentation, we can choose the right target market, concentrate our superior strength, make full use of manpower, material resources and financial resources, foster strengths and avoid weaknesses, reduce competition and pressure, and carry out targeted marketing activities. If Japanese enterprises want to successfully bring small TV sets into the American market, the most important thing is to avoid their sharp edge, that is, to avoid fierce competition between large and ordinary TV sets and not be countered by American enterprises, thus reducing the losses caused by competition.

[Resolution] According to the principle of market segmentation strategy, there are two reasons for the success of horizontal management of forest farms: 1. Market segmentation was carried out. Market segmentation is a process of dividing the market into two or more consumer groups according to the obviously different characteristics of consumers. Every consumer is a sub-market, and every sub-market is made up of consumers with the same needs and aspirations. Market segmentation is the basis of enterprise management, and the criteria of segmentation include geographical factors, socio-economic factors, psychological factors and purchasing behavior factors. Forestry divides the market according to the "income" in the social and economic standards and operates flexibly. He divided consumers into three categories according to their income, namely, high-grade demand, middle-grade demand and low-grade demand, and each category was designated as a sub-market, and then adopted corresponding product price strategies to meet them. 2. Adopt differentiated target market strategy. Differentiated target market strategy is to design different products and use different marketing strategies to serve different markets according to the needs of different markets. After dividing leather products into three sub-markets, Lin took these three sub-markets as his own target markets, produced leather products needed by this market with raw materials of different textures, and flexibly priced them to occupy each sub-market.

[Analysis] The key reason for Johnson & Johnson's success in cosmetics management is the choice of unpopular products with less fierce competition. The biggest advantage of operating unpopular products is that there are few competitors, which is the most favorable condition for an enterprise. First of all, you can devote all your energy to product management and market development without worrying about the biggest headache for entrepreneurs-coping with competition; Secondly, manufacturers can control the price of products to stabilize profits; Third, it can make small factories with weak strength become famous quickly. From this point of view, Johnson's cosmetics business has been successful.

[Analysis] The reason why the business of "novel hotel" is booming is because this hotel is unique compared with other hotels. From this, people can't help but think of the phrase "the characteristic is gold". Consumers have formed different consumption levels and characteristics due to different social status, economic income and personal hobbies. According to the different consumption needs of consumers, providing distinctive service items has unique charm in market competition. Most "specialty stores" that adapt to market rules and truly meet the needs of a certain consumer group can succeed. In order to create their own characteristics, we must conduct serious market research and analysis, effectively grasp the consumer psychology and understand the consumer demand. The reason why the business of "novel hotel" is booming is that its unique business strategy satisfies those tourists who like reading.

[Analysis] Dong Qi Company adopted the centralized target market strategy (also called intensive target market strategy) in its operation. That is, when the company was just established, due to the lack of financial and material resources, it only chose to operate the product "Craftsman", which is precisely this small product that enabled the company to break through the market and expand its strength.

The success of Dong Qi Company's marketing strategy at the initial stage of its venture gives us the following enlightenment. In the initial stage, small enterprises must have their own characteristics, starting with the word "small". When you open a small shop, if you want consumers to recognize you at a glance from tens of thousands of shops, you must have your own uniqueness. Generally speaking, you are small, but if you catch a commodity and work hard on it, you will be great in this respect.

[Analysis] First of all, we should choose products according to the market demand. Whether the product is big or small, the key is to meet the market demand and be accepted by the market. Products that do not meet the market demand will be eliminated no matter how big they are. Second, we should concentrate on infiltrating a little. In China, at present, most enterprises are not very strong, including capital, technology, talents and other production factors. With such strength, if you want to covet the ocean and eat a fat man, the result is often indigestion and give up halfway. On the contrary, concentrate limited strength, attack in small areas, form local advantages, and continue to develop after gaining a foothold. This seems to be full, but it is actually the right way to success. The third is to build a brand and form an advantage. Although the luggage hardware in Donggang is a "small" product, based on the brand creation and expansion effect, it covers the domestic market and occupies more than 80% of the Southeast Asian market, forming a strong brand effect and laying a solid foundation for the development of enterprises. The so-called "taking root in the world" is an invincible road to enterprise development.

[Analysis] Shops selling the same goods abound. To let customers come to your door, you must have some characteristics, which is what people often call "business characteristics." The prosperity of this "black goods shop" in Wuhan lies in its uniqueness and novelty. It brings together black food for customers to choose at will, which not only satisfies people's curiosity, but also keeps up with the trend of people's preference for healthy food. If an enterprise wants to gain a foothold in the competition, it must have the spirit of pioneering and innovation, and be able to carefully figure out the customer psychology to attract more customers.

Why can the "saints" succeed in these practices that run counter to "common sense"?

【 Resolution 】 Business activities should proceed from reality, adopt different business methods according to different customer orientation, and cannot act according to the so-called "common sense". The success of "All Saints" lies in its management style in line with its customer orientation. Buying a car as a "mobile bookshelf" increases the cost, but the car to and from colleges and universities is equivalent to advertising effectively among these college students, and because the "mobile bookshelf" brings convenience to students, they generally have a good impression on the "Halloween" bookstore. Setting tables and chairs in the store is also a management method according to the characteristics of customers. Because the customers of Zhusheng Bookstore are mainly college students, and these college students are often short of money for a while, so they can often patronize Zhusheng Bookstore. In fact, once these students have money, they often come to buy books on Halloween, and many even come here to buy books after graduation. These practices of the "saints" can also achieve good social benefits. Many newspapers, radio stations and TV stations in the capital have made propaganda, which is equivalent to a good advertisement to some extent.

[Analysis] A good target market must meet the following four conditions: (1) The selected target market must have a certain purchasing power and sufficient turnover, otherwise it will not be able to obtain due operating benefits. (2) The selected target market must have unsatisfied demand and sufficient development potential, otherwise it cannot survive for a long time. (3) In the selected target market, competitors will not flood or even control this market, otherwise they will not be able to effectively occupy the target market, resulting in frustration or failure of competition. (4) To select the target market, the enterprise should have the ability to enter. The key to the success of Gu Jing Winery in managing Gu Jing Tequ is to choose the best market segment-the demand of common people for famous wines as the target market of the factory. This target market just meets the three conditions for selecting the target market. Because, first of all, the factory price reduction is to adapt to the purchasing power of consumers to consume famous wines. Ordinary people think that the price of 65-degree Gu Jing Winery is higher than their consumption level, while the price of 55-degree Gu Jing Special Zone, which is 60% lower than that of 65-degree Gu Jing Winery, is just in line with its purchasing power level. Secondly, Gu Jing's special songs filled a gap at that time-the people had a great demand for famous wines, and their needs were not met, which had the potential to open up the market. Third, Gujing Winery did this because it took advantage of these loopholes, and the competition in the target market was not fierce. Competitors did not enter and control this market, so they became the only enterprise in the same industry that did not lose money.

It can be seen that only the market with four conditions should be selected as the target market. Be short of one cannot be careless. The choice of target market is related to the development fate of enterprises, and it must be carefully weighed again and again before it can be decided.

[Analysis] Market positioning means that an enterprise establishes a distinctive and distinctive image for its products in the market according to the requirements of consumers, its own situation and the analysis of competitors. Market positioning is a very important part of the overall strategic planning of enterprises, which is related to the unique and distinctive image of enterprises and their products. The products of enterprises only have individuality and characteristics. Only then can we be competitive and win in the fierce market competition. This is also the significance of market positioning. Hangzhou Wahaha children's nutrient solution factory is based on this principle to carry out marketing activities. On the basis of market research, they have mastered the situation of consumer demand and found that most children are malnourished; At the same time, the production of nutrient solution in the market was analyzed. Although there are many kinds of nutrient solutions on the market, they found that the supply of nutrient solutions for children is lacking on the basis of market supply. So the factory decided to develop and produce a kind of nutrient solution specially to meet the nutritional needs of children. Avoid the situation that there are many competitors and fierce competition in adult nutrient solution, and develop nutrient solution specially to meet children's nutritional needs. Although the market of this product is very narrow, it is unique and unique. With such a product. Coupled with excellent promotion and publicity work, the products of this factory quickly swept the country and occupied the national market. It can be said that Hangzhou Wahaha Children's Nutrient Solution Factory has subdivided the nutrient solution market on the basis of market survey, and selected the target market on the basis of market segmentation. Has carried on the good market positioning. Due to the accurate market positioning, the operation of the factory has achieved great success.

It can be seen from this case that in order to do a good job in market positioning, enterprises must do the following two things: First, enterprises should conduct sufficient market research and grasp the needs of consumers and competitors. Secondly, on the basis of market research, enterprises should subdivide the market and choose the target market suitable for enterprises to enter. Only by doing the above two basic tasks can we do a good job in the market positioning of enterprises.