Using Marketing Mix Theory and SWOT to Analyze the Marketing Strategy of Coconut Know

Lina Ke

doi:10.54691/bcpbm.v43i.4625

Authors

Lina Ke

DOI:

https://doi.org/10.54691/bcpbm.v43i.4625

Keywords:

4P Theory; Coconut Know; SWOT; New Consumption Brand.

Abstract

The tide of the Internet age is quietly changing the habit of consumers and the mode of market. Coconut Know takes health and sugar-free as its core selling points and applies internet innovative thinking to open up the situation in the coconut beverage industry. With the fiercer competition in this newborn market, the future of Coconut Know might not be as bright as it is now. The purpose of this paper was to discover the correct way for sustainable development. This paper applied Marketing Mix Theory to analyze the current situation of Coconut Know, meanwhile combining it with the SWOT analysis to evaluate the condition comprehensively, focusing on the long-term development and the challenges faced by the ever-expanding market. This research concluded that high-quality products, effective pro-motions, rising consumer power, positive policies, and the industry outlook are the strength, and strong opponent, single placements, and substitutability is the weakness. Thus, Coconut Know should seize the opportunity, meanwhile, watch out for the threats that opponents may bring.

Downloads

Download data is not yet available.

References

Xin, G., Chongyue, W.: Both new and timeless - digital marketing strategies for new consumption brands. International Brand Watch (28), 31-34(2021).

Yibang Power Research Institute. New Consumption Market Research Report 2020.https://baijiahao.baidu.com/s?id=1683680036425617449&wfr=spider&for=pc (2020).

FBIF Food & Beverage Innovation, https://mp.weixin.qq.com/s/N391mzAEyMSXi8k0c-dNOg, last accessed 2022/11/12.

FBIF Food & Beverage Innovation, https://mp.weixin.qq.com/s/rA67ACW87Xygrb5FXmBByA, last accessed 2022/11/12.

Mingjuan, G., Cui’e, G., Jianpin, G., Zhiwen, F.: Comparison of growth kinetic models of Staphylococcus aureus in coconut milk at different temperatures. Journal of Food and Biotechnology (02), 89-96(2020).

Prado, F.C., Juliano, D., Inaba, J., Thomaz-Soccol, V., Brar, S.K., Soccol, and C.R.: Development and evaluation of a fermented coconut water beverage with potential health benefits: Journal of Functional Foods, 12, 489-497(2015).

Kesheng, W., Bixia, Q., Zizhi, Z., Ruiluan, L., Improved procedure for coconut beverage and products therefrom. CN, CN1081014 C (2002).

Chai, L. G.: A review of marketing mix: 4ps or more. International Journal of Marketing Studies, 1(1) (2009).

Ming, S.: Evolution and development of the marketing mix model. Journal of Guizhou College of Finance and Economics (02), 48-51(2005).

Lei, S.: An analysis of the evolution of marketing mix theory. The Chinese Businessman (Studies in Economic Theory) (01), 38-40. doi:10.16834/j.cnki.issn1009-5292.2005.01.010 (2005).

Zhifeng, H., Qinghua, and Lv.: History and development trend of marketing mix theory. Journal of Jiangnan University (Humanities and Social Sciences Edition) (06), 103-108(2009).

Brunner, G.C.: The Marketing Mix: Time for Reconceptualization. Journal of Marketing Education-Vol.11:72—78.

Jianguo, W.: The 1P Theory - A New Business Model in the Age of the Net Economy. Beijing: Peking University Press, 42(2007).

Robert Lauterborn.: New Marketing Litany: 4Ps Passé-C-Words Take Over. Advertising Age, 26(1990).

Ariet Eidenberg.: 4R Marketing - A New Theory of Marketing that Overturns the 4Ps. Enterprise Management Press, Beijing (2003).

Wang, D.: Research on corporate sales tactics based on 4P marketing theory (Master's thesis, North China Electric Power University). https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD201501&filename=1014364921.nh (2014).

Lianyue, J., Shaolong, Y., Can, and L: Analysis of Chengde Lulu's marketing strategy based on 4P marketing theory. China's Collective Economy (34), 69-70(2021).

Chong, Z.: Analysis of marketing strategy of innovative Internet beverage Yuanqi Forest. China Business Journal (15), 56-58. doi:10.19699/j.cnki.issn2096-0298.2021.15.056 (2021).

Tiecheng, L.: Study on the optimization of product marketing strategy of Y Home Textile Company (Master's thesis, East China Normal University). https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202202&filename=1022409245.nh (2021).

Liyi, L.: Research on the improvement of fast-food marketing strategy of MX Company (Master's thesis, East China Normal University). https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFDTEMP&filename=1022409243.nh (2021).

Jiuyuan, Q.: Research on marketing strategy of HC Pulse branch (Master's thesis, Jiangxi Normal University). https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202202&filename=1021649801.nh (2021).

K. R. Andrews: The Concept of Corporate Strategy, Irwin, Homewood, IL (1971).

Ruiying, S.: From qualitative and quantitative to content analysis methods - A discussion of research methods in the field of books and intelligence. Modern Intelligence (01), 2-6 (2005).

Barichello, L. B, Garcia, R. Siewert, C. E, Hill, T, & Westbrook, R.: Swot analysis: it's time for a product recall. Long Range Planning, 30(1). (1997).

Jun, L.: Research on marketing strategy of unified tea drinks (Master's thesis, Southwest Jiaotong University). https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD2009&filename=2008178144.nh (2008).

Qiao, L.: Research on the marketing strategy of Three Squirrels Co. (Master's thesis, Jilin University). https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD201702&filename=1017165509.nh (2017).

Shimin, Z.: SWOT analysis and suggestions of Yuanqi Forest - taking soda fizzy water as an example. China Market (02), 128-129+136. Doi: 10.13939/j.cnki.zgsc.2022.02.128. (2022).

Ying, Z: The integration strategy of online and offline advertising. Digital User (12), 128. (2013).

Zhaolong, L.: Interview with Yuanqi Forest: valued at 14 billion yuan in 4 years, the innovative play of a pop-up brand. International Brand Watch (26), 18-21 (2020).

NBS Homepage, https://data.stats.gov.cn/tablequery.htm?code=AD05, 1, last accessed 2022/11/20.

https://baijiahao.baidu.com/s?id=1742821750367119554&wfr=spider&for=pc, last accessed 2022/11/20.

Luojia, W.: Study on brand strategy upgrading of Hainan Coconut Group Co., Ltd (Master's thesis, Hainan University). https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202001&filename=1019087282.nh (2019).