按照學術上的定義，Case study是一種基于一定的環境因素下對特定對象個案進行的深入研究。在國外大學的同學們應該知道，老師安排布置的論文作業有很多類，case study就是常見的一種，而且也是非常重要的一種。具體來說，它即為分析論證現存有一定話題性、論述性以及相當有典型意義的個例，并最終形成富有邏輯性的分析案例。Case study雖然也有多種類別，其主旨要義主要還是圍繞“提出問題-剖解問題-搞定問題”這一邏輯框架來開展，提出問題意思就是你發現了一個有意義的現存問題，并且具有典型性甚至爭議性。然后接著就是利用平時學到的課內外知識去剖析這個現象，這其中要注意一定要理論論證充足，而這一過程也是比較難的，不是留學生在開展分析時都抓不住要領。最后就是去怎么解決搞定問題了，在這一步你可以提出你認為的優化解決方案或解決方式，而這一步也是老師重點關注。所以Case study整個寫下來，老師重點不是要考察你提出的觀點有多創新和前瞻，核心是你的分析過程、邏輯思路。
According to the internal and external environment, our company adjusts and coordinates the goal. Making integration between long-term and short-term is important at the beginning of an undertaking. Now, center on the basic objective of satisfaction profit is a way which aims to seek sustainable development.
Enterprise objective deion
There are many methods for enterprise objective. First is long-term and short-term. Second is whole and part. Third is marketing, sale, finance, production, human resources and research and development. We focus on finance and marketing. So, we choose build brand and cost reduction. Building brand aims to encourage employees and promote the development of our company. Besides, we will coordinate the employees and keep moving by hands to make sure normal activities efficiently within the company. Finally, occupy the mind of consumer,Making brand famous, making much money as possible, enlarge market to the city of Dalian, and enlarge market to the Nationwide. Maybe In 1 year, we build a brand in Neusoft –students. In 3 years, we occupy domestic market. In 5 years, we extend more product series.
Target market describe
The goal for our company is do it from small to large and from local to the nation as a new enterprise with new beverage. Based on the characteristics of consumer, we actually make the potential market into 2 parts. The first part is age which is under 18, between 18- 50 and above 50. The other part is age, consumer psychology and customer behavior.
Market segments table
We make our market focus on the second part which we talked in the part of target market describe. Fruit juice, carbonated beverage, dairy drinks, black tea, coffee and so on are our main products. These are suit for young people. Nutrition products are good for men and women who will get vitamin. Promotion is a way to affect the people related to purchasing power. Curiosity is unique in our company which will attract more people to know us.
Ensure the goal of marketing
Age has three parts, 18, 18-50 and 50. Consumer psychology pursues value for money which focuses on the price of production. Customer behavior seeks for innovation which means new things with more different styles.
Strength：our company is an advantage in packing. We try to design more curiosity styles within the company.
Weakness：less of new products and experience is a big challenge for us. Do more and work together is first step for us.
Opportunity: drinks are consumable, so we own a large of customers, besides drinks are also necessity goods.
Threaten: many famous brands and competitors have been popular in the beverage market. Building brand is hard for us to show our products. Although we are facing more challenge than before, we have the confidence and win the war of competition.
Series, pricing and packing
Our products have the following series: soda, sports beverage, dairy drinks, juice, tea and coffee, juice will be our main product. In the initial stage, we price the wow at 2-3 yuan. As to the packing, we want to use the Chinese horoscope, because it meets the tradition of Chinese people and arouses the interest of foreigners.
We have 3 schemes to promote our products. Firstly, you buy a bottle of wow and you will get another one if you are lucky enough. Secondly, we will advertise it on the internet or through the campus advertising. However, from our survey we found out that stars could not attract many of us, so we won’t choose stars spokesman. The last but not least, an