Study Of Strategic Orientation Of Liuzhou LMZ Co., Ltd

With the improvement of people's life in recent years, the dentifrice market in China grows rapidly and holds potential. At the same time, the idea of consumers is growing up and people would like to select more and more natural products. So the traditional medicine dentifrice has been the hotspot in a few years. The word of natural and green leads the society, so the dentifrice industry of nation brand will make greater progress.The foreign brand of dentifrice holds the market in the first-level city and presents herbal medicine dentifrice while the domestic enterprises have some advantages in the second-level or third-level city though facing furious competency. In the huge market potential and furious market competent surroundings, LMZ Corp, whose operation is selling dentifrice, is facing a problem how to draw a plan and establish the strategy to meet the challenge and catch the opportunity and grow rapidly.The article solved two questions mainly. One is how to orient the company strategy, the other is how to gain the market competent advantage?There are five parts in the body of article. Firstly, It looked back the theory of enterprise strategy. Secondly, It introduced the background of LMZ Corp. and pointed out the current problem in LMZ. Thirdly, It analyzed the macro circumstance and dentifrice industry currency and made sure of market pulse and consumer's needs. Fourthly, it analyzed the internal resources and capacity and confirmed the company's market orientation. Last, the article re-orient the strategy and put up with advice and guarantee measures.The article confirmed the strategy orientation and gave the concrete plan and measures through analyzing macro economic condition and industry competence and combining company's own resources and capacity. That is holding the core product of producing Chinese traditional medicine dentifrice and attacking the second-level and third-level market mainly and establishing the strategy of the distribution service system so that it'll be the leader of the market of Chinese traditional medicine dentifrice.