Hao Tianzhe
ABSTRACT
This study aimed to assess the implementation of Tsingtao Beer Company’s marketing strategies across four key areas: product, price, place, and promotion. Using a mixed-method approach, data were collected from 45 employees and 80 customers in Shandong Province through questionnaires and open-ended questions. Quantitative data were analyzed using descriptive statistics, t-tests, and ANOVA, while qualitative responses were examined thematically to identify implementation challenges. Findings indicate that both employees and customers rated the implementation level as moderate in all four areas. Commonly cited issues included limited product accessibility, lack of innovation, ineffective pricing, weak promotional efforts, and poor brand differentiation. An action plan was developed to address these challenges and improve the execution of marketing strategies, aiming to enhance customer satisfaction and strengthen the company’s competitive position.
Keywords: Customer satisfaction, marketing strategies, Tsingtao Beer
https://doi.org/10.57180/ognd8108