Study On The Development Strategy Of Wuzhouma Co.,Ltd.

Wuzhouma Company is a clothing chain. Company does not meet the status quo, eager to become its own brand outstanding enterprise, but there is long way to go. On the one hand, the financial crisis raises raw materials and labor costs, some developing countries adopt low-cost competitive strategy, making the garment industry increasingly fierce competition, this is enormous threat to China's apparel industry; On the other hand, China's rapid economic development and economic structural adjustment led to a consumer-driven domestic demand, meanwhile the country's western development strategy has brought the unprecedented opportunities for garment industry. How to develop business in order to adapt to the changing external environment, but how to make a practical development strategy from the actual situation to meet the opportunities and challenges. Those are major problem.In this paper, Wuzhouma Company is a case, using a combination of quantitative and qualitative analysis, from a different perspective such as management, finance, economics and marketing on what business strategies should be put forward some views and suggestions in order to reference. This paper is divided into five parts:The first part outlines the research background and related theory; the second part analysis the company's internal and external environment from PEST analysis, Porter's five forces model, including macro-environment, industry conditions, market conditions, business resources and capacity analysis, involving all aspects of business operations; in third part based on the above analysis this paper apply to EFE Matrix,1EF matrix, SWOT in order to outline the scientific and practical overall strategy and competitive strategy for the future development of the overall business goals and direction; the fourth part is the focus of paper, from market positioning, marketing strategy and other strategies describes the specific implementation recommendations. From market segmentation, target market and final position describes market position. Product, price, place and promotion (4P) constitute the market strategy. Other suggestions include organization structure, Customer relations, human resources management, financial management, Internet marketing, branding and public relations, and final strategy suggestions. PartⅤis the conclusion, sum up this paper and inadequacies.