Mengniu Group's Competitive Strategy

This paper is about analyses of competitive strategy of Mengniu Group.On the basis of dealing with its evolution history and current development of MengniuGroup, the author conducts a systematic discussion on the branding strategy of the groupand points out the importance of branding to the enterprise development.With the detailed analysis of the success of Mengniu Group growingfrom a small enterprise to the present giant company in 6 years, the author hopes it canshow something for executives to develop their company and its strategy.This thesis analyzes milk product industry in China, and compares it withthe milk industry abroad. It brings forward competitive strategy after analyzing theopportunities and threats in the milk product industry.In Mengniu Group, corporate culture is emphasized all the time. Thisthesis introduces the core competence that is a long-term guarantee of enterprise such ashuman resources. It points out that human resource is critical for development of MengniuGroup.This paper analyzes the development of "Mengniu" brands and marketingstrategy, which paves the way for success of Mengniu Group in the milk product industryin China.