Study On The Competitive Strategy Of Benxi Mulanhua Dairy Co., Ltd

Dairy Industry is a newly developing food industry after the reform and opening-up of China and it is also a basic industry for advancing the development of animal husbandry, fueling the agricultural economic growth, improving the quality of life, and building up people's health. In recent years, with the development of social economy and advance of living standard, the consumers' demand for the dairy products has been increased steadily, and the Chinese dairy industry has been enjoying a favorable environment. However, after the fast growing of these years, the increase of the dairy market has become slower. For excessive investment, the increment speed of production capacity is faster than the speed of consuming for dairy products. The contradiction of supply and demand caused by surplus capacity makes the competition fiercely. The dairy industry is in the process of restructuring.Benxi Mulanhua Dairy Co.. Ltd, which ever achieved many honors, not only confronts the aggressive invades from super-large dairy manufacturer, but also faces the emerging and chasing of small and medium sized dairy manufacturers such as Shenyang Dairy. All above pressure makes the business of Mulanhua Dairy reach a plateau and even downturn. Starting from this background, this thesis, on the basis of analyzing the characteristics, business structure and environment of dairy industry, together with the analysis of resources and capability of the company, summarizes competition advantage and disadvantage of Mulanhua Dairy, and summarizes competition advantage and disadvantage of the company, and the put new position for the company, and put forward a matching and suitable competition strategy.The thesis firstly reviews the basic theory of competition strategy, and then guided by Porter's competition strategy, applying the methods of PEST, five-forces model, and SWOT matrix, analyze the environment and resources and capacity of Mulanhua Dairy Co., Ltd. and also distinguish the weakness and strength of the company. Finally it put forward a competition strategy of focus, as well the measure to carry out the strategy. For more and more mature industry and more and more homogeneity products in today's market, Mulanhua Dairy Co.. Ltd none but put all its" resource and ability to the side which it specialize in. and build up its particular competition advantage in special field, use the strategy of focus, the company would make survival and development in the fierce competition.