The Study On Development Strategy Of He Bei Cheng De Lolo Company Limited

The He Bei Cheng De LoLo Company Limited is a beverage processing enterprise which mainly produces almond drink, it is one of the top 20 of China's beverage industry and the leading enterprise in plant protein beverage field.Taking The He Bei Cheng De LoLo Company Limited as the research object, this paper put forwards the problems enterprise faced in the development process and formulates the company's development strategy,by using strategy management theory and the analysis tools. The paper analyzes company's external macroscopic environment by using the PEST analysis method, and analyzes the company's industrial environment by using Porter's five forces model, and also analyzes the enterprise interior environment including enterprise resource, enterprise capacity and the core competence of enterprise.This paper analyzes environmental opportunities and threats of enterprise, strengths and weaknesses of enterprise by using the SWOT analyzing model. Summing up the above analysis, from the three aspects as business portfolio strategy, growth path strategy and generic competitive strategy, this paper analyzes these questions including what strategies are being taken, what strategies should be taken later and what problems are to be solved. With the analysis and selection, the enterprise overall strategy is finalized: On the premise of maintaining the monopoly position in the present almond drink markets, taking the albumen drink market and the technology as its cores,the company should adopt diversification strategy, to develop new products , to expand the market, to break through the bottleneck of the company development and finally achieve enterprise development goals. The basic principles,measures and recommendations of strategy implementation are proposed at the end of this paper.The He Bei Cheng De LoLo Company Limited is a representative enterprise in China's beverage industry, It is hoped that the study in this paper would play an important role in the reference of other business development strategy formulation in the same industry.