Competitive Strategy Study Of Shandong HL Food Co.

Starting from 1980s', Chinese beef industry has some strong bases in supply chains, industry standards, quality control system, production and examination equipments as well as professional staff etc. There are radical competition between Chinese beef corporations, which not only results in decreasing average profit, but also lead to the mechanism for selecting the superior and eliminating the inferior.As a government's middle-size company, Shandong HL Food Co. is facing some big opportunity with the development of the industry. Meanwhile, it is in the threat of some big-size beef corporations in the developed breeding areas of cattle. It is an urgent question for Shandong HL food Co. how to grasp the development opportunity, and to seize the advantageous position in the competition.This thesis analyzes the inside conditions of Shandong HL Food Co. as well as its outside environments as follows: the macro environment, the trade environment , natural resources ,etc, on the basis of summarizing up analytical methods of relative enterprises' competition , and it also study the corporation's relative competitive edge by comparing it with that of its main opponents. After analyzing the competitive environment of the corporation, the author draws up a strategic aim, works out the competitive strategies, namely relying mainly on the low cost competitive strategy while making the discrepancy one subsidiary, linking the vertical integration to the two above-mentioned kinds and preparing for the integration by creating favorable conditions in the near future. At the end of this thesis, some plans and measures are put forward to improve the key competitive power of the enterprise into effect.This thesis make use of the theory of Michael Porter's Five Forces Model, PEST method, SWOT methods, key competitive power etc. in the field of management and competition strategy to study the competitive strategy of Shandong HL Food Co. The writer strives to link the theories to the facts, and pay importance on the practice of the competitive strategy. We wish the dissertation is not only beneficial to Shandong HL Food Co., but also inspiring to the beef industry.