| Project Title: | Study on The Marketing Strategy of Orange Convenience Store in Jinan City |
| Author: | Miss Yang Hui |
| Advisor: | Dr. Jidapa Chollathanrattanapong |
| Degree: | Master of Business Administration |
| Major: | Education Management |
| Faculty: | Graduate Schools |
| Academic year: | 2023 |
| Url: Published: |
Proceedings The 7th STIU International Conference “Leadership & Social Sustainability in the Tech-Driven Era” on 19-21 August 2023 |
Citation
Yang, Hui. (2023). Study on the marketing strategy of Orange Convenience Store in Jinan City. (Master’s independent study). Bangkok: Siam University.
Abstract
Marketing strategy plays a positive role in expanding market share and enhancing profit margins in convenience stores. However, due to the intensification of market competition, the existing marketing strategy of Orange Convenience Store has faced challenges in maintaining its current market share, and corporate development has encountered a bottleneck. Therefore, the store needs to explore new avenues for growth. The research objectives of this paper were: 1) To analyze the current marketing status of Orange Convenience Store in Jinan City based on 4P theory; 2) To provide the suggestions for Orange Convenience Store in Jinan City based on 4P theory.
This paper adopted qualitative research method by reviewed the 4P theory, prepared an interview outline and did face-to-face interviews with managers of 81 Orange convenience stores in Jinan.
This paper found that: 1) Orange Convenience Store had developed into a specialized convenience store chain with 81 stores, but with the entry of multi-brand capitalists into the Jinan market, Orange Convenience Store is faced with high competitive pressure, thin profit margins and unsatisfactory 4P marketing status; 2) The optimization suggestions for the 4P marketing strategy of Orange Convenience Store should focused on the following aspects: to improve the innovativeness of products and services, to increase the unique advantages of the enterprise; to optimize the pricing mechanism and maximize profits; to improve the degree of on-line and off-line omni-place integration; and to optimize the promotional methods and increase the attractiveness of promotions.
Keywords: convenience store, marketing strategy, 4P.
Study on The Marketing Strategy of Orange Convenience Store in Jinan City
Master of Business Administration (International Program), Siam University, Bangkok, Thailand