Yanjing Beer (qufu Three-hole) Co., Ltd. Competitive Strategy

Yanjing Beer (Qufu Sankong) Co., Ltd. was established in 2001, with the background that merger and acquisition reached a climax in the domestic beer profession. At the beginning of its establishment, both parties, depending on the combination of two powers, had expected to realize a comparative advantage of market competition and thus achieve preferable economic benefits. Nevertheless, the anticipated target was missed because of the effect of comprehensive factors. Therefore, it is most urgent for the corporation to make clear or to revise its competitive strategy. Though many articles have explored competitive strategy in their research, few of them focus on the beer profession. In view of the special condition that enterprises in this profession are subject to merger, a study carried out in this aspect will enrich the research on strategies, and will hopefully be referential to the operation and performance of the enterprises. This paper first sums up theories on competitive strategy, expounding upon its definition, development and characteristics; then it introduces the condition of the beer profession and the macroscopic environmental factors, including an analysis on different aspects such as politics, economy, law, culture and technology etc., which helps the enterprises to realize that the demand for beer will increase greatly and the requirement for its quality will be higher. At present, though the whole beer profession, Shandong market especially, faces fierce market competition and surplus productivity, it results from the same quality of the products and is a surplus of structurization. As the requirement of consumers develop toward branding and diversification, the domestic beer market still has a large growth space, which will bring new opportunities to the enterprises. A further analysis is carried out on the five forces of this profession, profession characteristics, internal resource capability, and the advantages and disadvantages of the enterprise so as to completely understand the external environment and enterprise forces of Yanjing Beer (Qufu Sankong) Co., Ltd. A questionnaire is conducted on the key success factors which influence the development of the enterprise and statistical analysis, based on the data obtained, is also completed. After a research on the life cycle of this profession and the influence that the market status of present beer enterprises exerts on their choice of...