Is Hangzhou Wahaha Group good?

1. Company Profile

Hangzhou Wahaha Group Co., Ltd. was founded in 1987. It is currently the largest food and beverage manufacturer in China and the fifth largest beverage manufacturer in the world, second only to Coca-Cola. , Pepsi-Cola, Cadbury, and Cote are four multinational companies. The company has world-class automated production lines, as well as advanced food and beverage R&D testing instruments and processing techniques. It is mainly engaged in the development, production and sales of food and beverages. It mainly produces milk beverages, bottled water, carbonated beverages, tea beverages, fruit juice beverages, and cans. There are nearly 100 varieties of products in eight categories including food, medical and health products, and snack foods. Among them, bottled water, milk drinks, and canned rice-treasure porridge have ranked first in the country in terms of production and sales for many years. In 2006, the company achieved operating income of 18.7 billion yuan. Wahaha has ranked first in China's beverage industry for nine consecutive years in terms of asset size, output, sales revenue, profits, profits and taxes, and has become the largest, most profitable and most developed company in China. Potential food and beverage enterprises.

The Wahaha website mainly introduces and promotes Hangzhou Wahaha Group and its products from the company introduction, latest developments, company products, business dealings, customer interactions, talent recruitment, development history and today's Wahaha. This allows users to further understand Wahaha Group's business philosophy of "health for you, me and others, and happiness for millions of families" through the online platform.

2. Analysis of the company’s online marketing network environment

(1) Analysis of the external environment

1. Analysis of the macro-environment of the network

(1 ), political environment

The food industry is an industry closely related to the realization of the national "agriculture, rural areas and farmers" policy. Nowadays, the country is paying more and more attention to the Internet, and the beverage industry is listed as one of the key industries for development. one. The state has also launched a series of policies for the Internet industry. These good industrial policies are conducive to the vigorous development of the online beverage industry.

(2) Economic environment

With the continuous development of China's economy and the continuous improvement of people's living standards, consumers are increasingly consuming online, and online consumption has even become the first choice for some customers. , which will further promote the steady and healthy development of China's online soft drink industry. The consumer market for online beverage products in China is so large that no other country can match it. However, since 2010, with the increase in agricultural product prices, the cost of the beverage industry has increased, and product price increases are inevitable. This will affect the sales of beverages and is an unfavorable economic environment for the online beverage industry.

(3). Technical environment

As Internet technology becomes increasingly perfect, the production and technology of online beverage products are constantly upgraded. Convenient and green packaging not only ensures the safety and quality of beverage storage, but also brings differentiation to homogeneous beverage products, driving the development of the online beverage industry.

(4) Social material and cultural environment

People's lifestyles have also undergone tremendous changes. Online consumption has gradually become a fashion, and people pay more attention to "natural, healthy and convenient" Lifestyle, which makes the beverage market continue to be segmented, and online beverage companies are innovating.

2. Analysis of online consumption psychology

(1) Reinforcement of personalized consumption

With the development of today’s consumer market, most products are The varieties are extremely rich, and consumers can select and purchase goods or services based on their personal psychological desires. Furthermore, they not only make choices, they desire them. Gradually, consumers begin to formulate their own standards, and psychological identity has become a prerequisite for consumers to make decisions about brands and products to purchase. Personalized consumption is and will become the mainstream of consumption again.

(2) Increased consumption initiative

Under the trend of increasingly refined and specialized social division of labor, even in the purchase of many daily necessities, most consumers They lack sufficient professional knowledge to identify and evaluate products, but their psychological need to obtain information and knowledge related to goods has not disappeared, but has become increasingly stronger. The enhancement of consumption initiative comes from the increase in uncertainty in modern society and the human desire to pursue psychological stability and balance.

(3) The demand for purchasing convenience coexists with the pursuit of cheap prices

Some consumers with high work pressure and high tension will target the convenience of shopping. Pursue time and labor cost savings as much as possible. Price is still an important factor affecting consumer psychology. Even in the face of contemporary advanced marketing technology, the role of price cannot be ignored. As long as the price drop exceeds the psychological limit of consumers, consumers will inevitably switch to competitors without being moved.

3. Online competitor analysis

Comparative analysis of online competitor website content: Comparing Wahaha and Coca-Cola, both are the kings of beverages and both have carbonated drinks and drinking water products. . Very competitive. Compared with Coca-Cola's website content, Wahaha lacks comprehensiveness, pertinence, and aesthetics, and the overall content is relatively messy. In this regard, Wahaha is slightly inferior to Coca-Cola. The service content is also not very complete.

Comparative analysis of online competitor traffic: Pepsi-Cola’s website PR value is 5, Coca-Cola Company’s PR value is 6, and Wahaha’s PR value is 6. Wahaha has a comparative advantage in website level compared to Pepsi and Coca-Cola.

(2) Internal environment analysis

The content of the internal environment analysis of the enterprise includes many aspects, such as organizational structure, corporate culture, resource conditions, value chain, core competency analysis, and SWOT analysis. wait. Wahaha Group has a long cultural history, sufficient funds, superior personnel quality, advanced equipment, and relatively complete website construction. However, there are still deficiencies in many aspects, such as the core competitiveness of the company that needs to be explored, and the company's reputation as an internationally renowned company has not been achieved.

(3) SWOT analysis summary

Advantages

1. Sound and developed marketing network, strong sales ability. 2. It has world-class automated production lines, as well as advanced food and beverage R&D testing instruments and processing techniques, and has strong technical strength. 3. There are many types of products and wide coverage. 4. High brand awareness, excellent product quality, and good corporate image. 5. Strong financing capabilities and high corporate credibility. 6. Strong public relations skills and good government relations.

Disadvantages

1. Traditional work order management methods cause many management problems and restrict the development of enterprises. 2. The property rights dispute with Danone over the years has affected the development of Wahaha to a certain extent. 3. As Wahaha with a "family" pedigree, human factors have a serious impact on the company's management process and have become the biggest bottleneck in the company's standardized management. 4. The product organization is chaotic, there is a lack of a complete quality control system, and product problems occur from time to time. 5. The product line is too long, which disperses corporate resources.

Opportunities

1. my country is a country with a large population and a vast domestic demand market. 2. my country's beverage industry is still in the rising stage of development and has huge room for growth. 3. In recent years, my country's beverage industry has experienced double-digit growth. 4. The falling prices of raw materials such as steel and cement have virtually reduced the investment costs of beverage companies’ production lines and factories. 5. The financial crisis has reshuffled the beverage industry, providing opportunities for Wahaha to expand.

Threats

1. World-class powerful beverage kingdoms such as Coca-Cola and PepsiCo have an increasing share of the beverage market in China. 2. Domestic brands represented by Huiyuan, Wanglaoji, Master Kong, etc. compete in the beverage market. 3. The financial crisis has affected the market demand of the beverage industry to a certain extent.

3. Market segmentation and target market selection

(1) Market segmentation

The first is children. The products developed include Wahaha, Yoghurt, lactic acid beverages such as Shuang Wai Wai;

The second is young people, developing products such as Rock Sugar Snow Pear, Very Coke, Qili, etc.;

The third is middle-aged, developing products such as iced black tea , Tieguanyin, oolong tea, etc.

(2) Target market selection

Taking Wahaha tea beverages as an example, Wahaha Group has grasped the consumption level of mass consumers in large, medium and small cities based on sufficient economic survey statistical analysis, and Regarding consumer spending, the following table shows statistics on the consumption proportion of consumer groups of various age groups.

Projects

Elderly people

Middle-aged people

Youth people

Teens and children

< p>Video consumption accounts for 60% of revenue

10%

35%

95%

Beverage consumption accounts for 20% of video consumption

30%

35%

25%

Tea Acceptable price range for beverage consumption

3-8 (yuan)

3-10 (yuan)

3-6 (yuan)

< p>3-5 (yuan)

Based on the segmented research on the economic situation of target customers, Wahaha Group has formulated a strict production plan to improve the quality of tea beverages while using technology and management advantages to reduce costs. And the price of the entire tea beverage series is positioned at 3.5-4.5 yuan, thereby improving the market competitiveness of the product in terms of price.