Title: The Marketing Strategy of Inoherb in Shandong China under the Background of Big Data
Author: Liang Xiaoping
Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Published: TThe 15th National and International Academic Conference “Creating Shared-Value and Innovation for Sustainability” 18-20 January 2023 (pp.890-895) คลิก PDF
Abstract
Based on the STP analysis, this study aimed to deeply explore the past situation of Inoherb’s entry into China’s Shandong market and make corresponding marketing suggestions though a comprehensive analysis of the market environment, brand strategy, and target market. The two objectives of this study were: 1) To explore the current situation of Inoherb in Shandong, China; and 2) To provide suggestions for Inoherb’s marketing in Shandong, China based on the STP theory.
This paper adopted the documentary research method, combining three data sources for the STP marketing analysis: Inoherb’s past annual report big data analysis and market research report, consumer survey feedback, and related literature review. A comprehensive and in-depth study of Inoherb’s past strategic decisions and feasible marketing strategies in the Shandong market were analyzed.
The findings of this study were: 1) Inoherb faced a complex and diverse competitive environment in the past Shandong market in China. Market share was challenged by local and international brands, and consumer demand for beauty products was diversifying. Under the past market landscape, Inoherb’s brand awareness in Shandong was relatively low and needed to be improved in the minds of target consumers; 2) Inoherb needed to adjust its strategy and work on meeting the needs of different consumer groups more precisely. Target market selection and brand positioning still needed to be optimized to better meet the diversified needs of the Shandong market. This study proposed marketing recommendations to strengthen past brand promotion, pinpoint target consumers, adjust the product mix to meet local needs, expand past sales channels, and strengthen cooperation with partners.
Keywords: beauty market Brands, STP Theory of Marketing, big data
The Marketing Strategy of Inoherb in Shandong China under the Background of Big Data
6317195828 Liang Xiaoping 2566 (2023) The Marketing Strategy of Inoherb in Shandong China under the Background of Big Data สารนิพนธ์ (Independent Study), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,International Business Management