Research On Development Strategy Of Company A

In 2009, the sales volume of aseptic packaging board in China is more than 50 billion packets while in 2003 it is 8 billion. China's rapid development of aseptic packaging market mainly benefits from the rapid development of beverage and dairy industry. As the earliest one and monopoly of the asepsis packaging market, Sweden TETRA Company entered China since 1972. Its business philosophy "common develop with China customer" and omni-directional services to customers with various deeply integrated resources not only changed people's consumption concept gradually, but also nurtured dairy giants such as Yili and Mengniu, and increased the intense industrial competition meanwhile. The rapid development of aseptic packaging industrial has brought unprecedented opportunities to domestic aseptic packaging industrial, at the same time, due to the absolute monopoly position of TETRA Company, domestic aseptic packaging suppliers (including the SIG) also face enormous threats and challenges.Company A is a local private enterprise specialized in the production of aseptic brick type filling machine and aseptic packaging board for liquid food such as drinks, fruit juice and milk, etc. According to the special structure and development prospects of aseptic packaging industrial, especially the fact that TETRA occupies 90% of Chinese aseptic packaging market, it takes the development strategy research of company A as subject in this thesis, adopting researching methods such as KSF, SWOT, CPM, EFE and IFE and research ideas of raising questions, analyzing and solving problems, to analyze in details the external environment, internal environment and its own conditions of company A, especially the opportunities and challenges A faces, and its own advantages and disadvantages. It is fully analyzed the A's advantage of independent research, development, and successful launch of the first, second, and third generations of aseptic brick box filling machine, and the large potential influences of filling machine to sales volume of aseptic packaging materials,Based on the theory of strategic management as the main theoretical basis, taking use of knowledge of development strategy theory, strategic management, management economics, and marketing, etc., through the development strategy research of company A, and combining the actual situation of company A, especially that company A has independent capacity to develop aseptic filling machine and strong R&D and after-sales service teams, it raises the point that company A shall adopt cost-first strategy and differentiation strategy, and choose S+T strategy. It also establishes for company A the development strategy for the next decade and points out its development direction. On this basis, it points out the existing problems, and establishes strategic managing measures to ensure the fast and steady development of company A.