The Strategic Research Of A Enterprise (China) Company

Recently, Dairy industry has been a new type industry of our country which has a high development speed, and there is a big disparity between China and developed countries, the consumption level per person of China is only ten percent of world's, is five percent of western developed countries'. In recent years, along with national economy's development, the increase of resident income and the change of consumer conception and diet, the manufacturability of domestic dairy has been improved and the consumption appears a steady growth trend, which give a huge development space for domestic dairy industry. The competition between enterprises has transformed from limited competition under planned command economy to market competition under market economic system. Because of the launch of new products, the dairy market becomes more and more abundant, numerous domestic dairy enterprises which have the high quality of management stand out through orderly market competition. At the same time, after China joined WTO, more and more international dairy enterprises begin to entry Chinese market, which aggravates market competition.As a famous international dairy enterprise, A company has a strong competitive advantage, but its development objective which is sustainable, highly efficient and high-grade has been threatened and challenged, when confronts the "Melamine" event and financial crisis. How to avoid risk catch chance, upgrade the whole competition ability, expand market capacity and realize the effective use of resources through capital incorporation has been a urgent task of A Company, and planning strategy is a cornerstone which achieve the objectives above.This paper based on strategy management and marketing theory, apply PEST Model and Porter's Five Forces Model to analysis external environment, such as industry environment, market competition environment and company's external environment, and through the research of A Company's development history and current situation, combined with its advantages, disadvantages, chance and threaten, establish SWOT matrix, analysis strategy mix. According to the development objectives, forward medium-term and long-term development strategy, kinds of function strategy and focused production differentiation strategy. Finally, draw up some measures which ensure the successful implement of this strategy.The research on development strategy of A Company helps it make a scientific long-term strategic plan and effective measure answering external environment change in the view of development.The study combined theory and practice and helps A Company clearly know the internal and external environment it faces, as well as some problems in its management, thus it can instructs the enterprise effectively and use the resources to adapt to the environment, and operate well in a long period in the future.