The Enterprise's Development Strategy Research Of JinMaiLang Food Corporation

Chinese food industry is one of the essential industry among the country, which has aroused much attention from central government, State Council to the civilian people.The opening reform had made the food industry to be the huge industry among many fileds, from which the instant noodles line can be titled the rising and promising line. Statistics shown, about 92 percent of urban people have eaten the instant noodles, plus the huge number of rural consumers. Up to now, China has been the greatest place of selling and producing all over the world. In 2007, the production of instant noodles in China has amount to 49.8 billion packages , the total value of output account for 35.7 billion yuan. Along with the improvement of reform and management in this line, the profits centralized in huge entreperneur, and the leading group of this line have to burden the responsibility of integration of the resources. At the present, due to the economic globalization, fast development of scientific revolution and the change of aggregation, specification, dimension and marketing strategy, instant noodles industry has to do another choice on the future planning.In 2007, the total value of production had increased by 6.67 percent compare to the last period. The sales value had raised by 15.04 percent. Along with the speeding growth of marketing concentration and brand cultivation, the value of this industry has been improved. The capability of profit has been added as well. Meanwhile, in 2007, the pressure of the price raising about raw material and productivity had affected the lower industry inevitably. In July, the events occuring the adding price among instant noodles had displayed the harsh situation. The pricing pressure lead to the contradiction came up during the development of the industry. Chinese noodles industry has been entering the temporary painful period which will intend to modify the structure and change the economic growth. Under such circumstances, JinMailang Co, Ltd., which has rank second in the same line, has experienced the unprecedented pressure and challenge. The immediate task for this group is to plan the entrepreneurial development strategy and realization of the best arrangement of this entrepreneur, as well as strengthening the competitive power.This thesis has analysed the trend of development of instant noodles industry by using the theory of entrepreneurial strategy and management. Moreover, it has analysed the chance and threats, strength and weakness that this group might faced with and indicated the clear path for the development of JinMailang Group. It also set up a plan of the whole strategy for development from 2008-2014, including strategic target, division of strategic period, enssential condition of implementing, some constructive suggestion has been put up concerning the improvement of competitive power.This paper mainly use method of the example analysis, conducting intensive researching into the middle management of the JinMailang Group. Researching has been conducted, together with the accumulating valuable resources and outer situation during the entrepreneur development, development strategy has been put up.