Abstract ▼ AI-Helper

China's middle class and aging population are accelerating, and as people's standard of living and quality of living improves, households that raise pets are rapidly increasing. The purpose of this study is that although the growth of the Chinese pet market has been rapid in recent years, there is n...

China's middle class and aging population are accelerating, and as people's standard of living and quality of living improves, households that raise pets are rapidly increasing. The purpose of this study is that although the growth of the Chinese pet market has been rapid in recent years, there is no innovative competitive analysis of the animal food market during the preceding study. In this paper, we conducted a case study of the Chinese pet food market's No. 1 seller, Mars. History of case company Mars and management strategies analyzed in China. Mars revealed that he has increased his competitiveness in the Chinese market by using localization strategies, differentiation strategies, multi-brand strategies, related diversification strategies, greenfield investments, and brownfield investments. The Porter Five competitive forces of the Framework of the Mars Company shows no significant risk in terms of ' substitution threat ', ' supplier negotiation ', ' buyer negotiation ', but there is a high threat in terms of the threat of new entrants. Overall, Mars is currently highly competitive in the Chinese market, but it can not ignore the threat of future new entrants. In addition, companies should make strategies according to changes in the market environment.

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