The Research On Competitive Stratety For COFCO Poultry Business

COFCO is in one-up status in civil fields’ inland, supplying a multitude of productsand suvices in agricultural and food ifeld, committed to providing nutirent and healthyfood and high-qualitative life space and service for continuous human, by utilizingrenewable natural resources, and contirbuting to the prosperity of human society. Since1993, COFCO has been ranked Fortune Global500. COFCO is A grade enterprise ofCentral Government management. COFCO Poultry Business or Department is one ofbusiness units of group，whose mission is to dedicate safety nutrition healthy and tastypoultry food and high-qualitative life service, build leadership position in industry,accomplish the best Value for customers,shareholders and employee.COFCO P’oultry Business internal strengths are: COFCO strong brand advantages,the industry chain has been operated and accumulated rich experiences, gain theregional market share,etc. Meanwhile, the internal disadvantages of company mainly liein the following aspects, lack of supporting of between the upstream and downstream ofindustry chain, such as breeding, slaughters or deep processing, weak R&D capability,weak purchasing power, weak Brand operation,and so on.The external opportunities thatcompany enjoys are: the wide prospect of market demand because of consumption ideaand structure changing, with the improvement of people’s standard of living, foodsecurity is paid more attention to, be faced with new opportunities and challenges ofIndustrial upgrading,etc. On the other hand，the company is in face of several threatssuch as,business is highly competitive; cost increase because of all kinds of risk control,especially from the food security irsk; market fluctuations,and so on.Through comparative analysis, this thesis concludes that COFCO Poultry Businessmust adopt the differentiation strategy on the basis of cost control, in order to differentfrom competitors. The speciifc content include: building Fully-Integrated PoultryCompany in order to ensure food security primarily and establish competitive advantage,providing differential product service through the implementation of brand strategy andchannel construction, Capacity expansion for economics of scale.For the strategies to implement effectively, that COFCO Poultry Business shouldfocus on the following areas:1. the company should establish a matrix organizationalstructure;2. the company should shape loyalty-professionalization culture;3. the company should upgrade its human resource management through strengthening stafftraining and implementing targeted incentives and construct human resources system;4.the company should establish strict control systems to ensure implementation of thestrategy.This study not only helps foster the core competitiveness of COFCO PoultryBusiness to make it unbeatable in the fierce market competition, but also，with itsconclusions，provides a model for reference and guidance for companies in the poultryindustry to develop their own competitive strategy.