Analysis the Marketing Strategy of Royal Canin - Based on SWOT Analysis

Abstract

The pet food industry has grown rapidly in recent years due to the growing trend of pet ownership among Chinese people. Various pet food brands are emerging and the competition is fierce. The purpose of this paper was to explore how Royal Canin can better attract consumers to buy. This paper took the Marketing Mix Theory as the theoretical basis and applied SWOT analysis to the study. The relationship between price, place, product, promotion, and purchase intention, and the strengths, weaknesses, and situations faced by Royal Canin are examined. This paper concluded that product features and multiple sales channels that meet consumers' needs will increase consumers' purchase intention, while prices beyond expectations and less promotion will reduce consumers' purchase intention. Thus, Royal Canin needs to expand its market share and enhance brand appeal by developing high-quality, cost-effective products and media campaigns. This paper provided references and new research ideas and perspectives for other researchers in this field.