【文章頁數(shù)】：64 頁

【學(xué)位級別】：碩士

【文章目錄】：
Abstract
1 Introduction
    1.1 The background and significance of the research
        1.1.1 Research background
        1.1.2 Research significance
    1.2 Review of foreign and domestic literature
        1.2.1 Domestic literature review
        1.2.2 Foreign literature review
    1.3 Research objectives
        1.3.1 Major Objective of the study
        1.3.2 Specific Objectives of the study
    1.4.Research method
        1.4.1 Approach
        1.4.3 Questionnaire
2 Concept definition and theoretical basics
    2.1 Marketing strategy concept
    2.2 Related theories
        2.2.1 STP theory
        2.2.2 4P Marketing strategy
    2.3 SWOT Analysis tools
3 Marketing environment of Lay's Potato Chips Companies in Pakistan
    3.1 PEST analysis
        3.1.1 Politics Factors
        3.1.2 Economic Factors
        3.1.3 Society Factors
        3.1.4 Technical Factors
    3.2 SWOT analysis
        3.2.1 Strengths
        3.2.2 Weakness
        3.2.3 Opportunities
        3.2.4 Threats
4 The status of Lays company in pakistan
    4.1 Current status of Lay's potato chips in Pakistan
    4.2 Current market strategy of Lay's Potato Chips Company in Pakistan
        4.2.1 Product Strategy
        4.2.2 Pricing Strategy
        4.2.3 Placing strategy
        4.2.4 Promotion Strategy
5 Analysis of Problems and reasons of Lay's Potato Chips Company's Marketing Strategy in Pakistan
    5.1 Survey design and result analysis
    5.2 Existing problems
        5.2.1 Problems with product
        5.2.2 Problem with prices
        5.2.3 Problem with channels
        5.2.4 Problem with promotion
    5.3 Cause analysis
        5.3.1 Reasons for product strategy
        5.3.2 Reasons for price strategy
        5.3.3 Reasons for channel strategy
        5.3.4 Reason for promotion strategy
6 Improvement of Lay's Potato Chips Company's Marketing Strategy in Pakistan
    6.1 Improvement measures of marketing strategy
        6.1.1 Improvement of product strategy
        6.1.2 Improvement of price strategy
        6.1.3 Improvement of channel strategy
        6.1.4 Improvement of promotion strategy
    6.2 Safeguards
        6.2.1 Personnel protection
        6.2.2 Cultural guarantee
7 Conclusion
References
Appendix A Survey Questions and Results



本文編號：3893877