Food Terminal Market Research Internship Report

This summer, I will participate in the social research internship. The major I studied is a marketing professional, so when I go to the society in the future, I have to participate in the sales of the company. Therefore, I am doing a market research internship now, which is to plan for my future graduation. I can find more of my shortcomings during the internship. I also believe that as long as I have a very good working ability, I will survive better in the company!

Because of its high nutritional value, sea cucumbers are listed as the first of the "Baozhen Bazhen", and also have the reputation of "sea ginseng", while the sea thorns produced in Dalian are the best in the ginseng. Sea cucumbers are not only highly nutritious, but their economic value is beyond the reach of other seafood. Therefore, since the 1990s, the craze for sea cucumber breeding has gradually emerged in China. In XX years, sea cucumbers entered the era of branding, and the sea cucumber market became hot. For a time, major brands have opened up the foreign market, and the domestic sea cucumber market has experienced fierce scenes. How to stand firm in this fierce competition and start your own brand has become a problem that all major brands have to think about. From 2019*month** to **day, I visited more than 60 sea cucumber stores in 17 large shopping malls in Dalian in the form of in-depth interviews, and conducted a five-day in-depth study on the end market of %% food companies. In addition to the %% food company, I also visited Zhangzidao, Shangpintang, Haitangtang, Diaoyu Island, Beihai Pearl, Dafuhai, Sanshan Island, Caishen Island, Tianlun, Xinhai Qingshen, Yangfan, non-sea cucumber, Yibao, Famous brands such as Dalian and small and medium-sized brands around the island have a relatively deep understanding of the Dalian sea cucumber market, especially the %% food terminal market. This report will describe the end market of Xiaoqin Food Company from five aspects of company culture, customer value, products, employees and competitors, and give swot analysis and evaluation, and give personal opinions and suggestions on the future development of the company. . Finally, we will talk about the meaning and sentiment of this internship in combination with the company culture and its own characteristics.

Product

The most important thing about a product is to have a unique point, that is, a selling point. So every time I go to a house, I will pay attention to the selling point of the product toasting there. For example, Haitangtang mainly emphasizes its navigation and freeze-drying high-tech, mainly for freeze-dried sea cucumber market; Sanshan Island mainly promotes its drug zero residue; while Zhangzidao mainly emphasizes that it is a famous brand product; Fortuna mainly emphasizes its pure-species source. Wild sea cucumber. In fact, people who know a little about it know that freeze-drying technology is not unique to Haitangtang, and most enterprises with zero drug residue have already reached the standard. Brand-name products are everywhere, and wild sea cucumbers are simply empty. So, where is the selling point of %% home?

First of all, product quality has passed.

%% sea cucumber is not only fleshy, beautiful in appearance, well-proportioned, and neatly placed. After leaving 17 stores, apart from the neglect of individual stores, the products are not neatly arranged, and the rest give a pleasing feeling, but this is something that many other brands can't do. Even the best sea cucumbers, if they are of different sizes, are placed in a horizontal and vertical manner, which will give people a feeling of chaos, which naturally cannot cause customers to buy. In addition, the capsule is the only one to join Icelandic sea cucumber, which reduces costs and increases its nutritional value.

Second, the packaging of the product passes.

I have carefully observed that only 100% of ready-to-eat sea cucumbers and ready-to-eat abalone use a two-layer bag. This point, even the recognized big brands of Zizi Island and Bang Bang Island have not done.

Again, the service of the product passes.

%% semi-dry sea cucumber is more recognized by the general public because of its high cost performance. In addition, major shopping malls are doing activities, not only discounted but also cash back to send capsules, so it is particularly popular. But there are two inconveniences: one is that the semi-dry sea cucumbers are going to the sand mouth, and the other is that some customers buy them back and do not make their own. While buying ready-to-eat sea cucumbers, there is no sand mouth, ready to eat, and convenient, but the price is more expensive. In order to solve the customer's troubles, %% of employees go to the sand mouth of the sea cucumber for free, and the free delivery and even the postal service have been highly praised by the consumers, and truly "save the convenience to the customer". At the Wal-Mart Stadium, an old lady who started eating sea cucumbers from the age of 28 said to me with a smile, you see that these two prostitutes have cut the sand for me for a long time. With such a good staff, your leaders should reward them. Gold cup silver cup, not as good as the people's reputation. %% of the service, not blown out by myself.

Finally, it is available for tasting.

I have traveled to more than 60 sea cucumber stores in 17 major shopping malls in Dalian. Only %% and Haitangtang offer ready-to-eat sea cucumbers and abalones for customers to taste. Haishutang still asked me if I could taste the sea cucumber, and the clerk gave me a small piece of abalone. And every %% can taste ready-to-eat sea cucumbers and abalone. I think this is especially good. Customers only know how to eat if they taste it personally.

2. Company culture

Corporate culture is the soul of a company and a compass for a company to sail. A company without its own corporate culture is just a body without a soul, and it is bound to be difficult to stand on. Through the first day of study, I learned the core of Xiaoqin's corporate culture, that is, two concepts and one concept.

Two concepts:

Business philosophy: character is always the soul of the product.

Service concept: Leave the trouble to yourself and leave it to the customer.

A concept:

Expert concept: You can be an expert by repeating one thing and doing it to the extreme.

In the subsequent analysis, the two concepts and a concept of the company's corporate culture will run through, so it is not detailed here.

3. Customer values

In this survey, I have been thinking about what a cai manager calls "unique customer values", in other words, what exactly is the customer's needs. I think if companies can grasp this and know how to meet the customer's needs, they will find their core competitiveness. After all, to grasp the customer, the most important thing is to cultivate "customer loyalty."

So, how can we cultivate "customer loyalty"? Through communication with employees and customers, I learned the following information: When customers choose to buy sea cucumber, they will consider two aspects: the quality of the product and the quality of the service.

Product quality: the same price than quality.

First of all, there is almost no difference in brands other than 獐 dao. Secondly, the consumers of sea cucumbers are generally quite economically strong people, paying more attention to their quality when purchasing sea cucumbers. In addition, customers have a "brand mentality" when purchasing sea cucumbers. As one customer said, buying sea cucumbers is still a big brand. Because the quality of the big brand of sea cucumber is guaranteed, and the small brand of sea cucumber has no own sea area and special production and processing base, the source of the source is unknown, it is difficult to be accepted by customers. Therefore, every time you go to a shopping mall, you will see some of the sea cucumber brand counters in front of the crowd, but some business is miserable. This point is particularly evident in the Carrefour Xi'an Road store. In the short 20 minutes of my research, at least four customers purchased half of the dried sea cucumbers, while the North Sea Pearl and Dafuhai were left unattended. Not only that, when I said that I would buy some sea cucumbers for the tutor, the staff of Beihai Mingzhu actually strongly recommended me to buy the sea cucumbers of %%, and also quietly told me that the sea cucumbers in Dafuhai are not enough, and there are often complaints from customers. And %% of the home's things are affordable, the packaging is also good-looking, customers love to buy. Even the competitors have recognized the sea cucumbers of %% of the homes. I think this should be the performance of the product quality.

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