The Competitive Strategy Of CS Incorporation

With the negative effect of2008economic crisis, companies recognized the competitive environment was changed. The advantage and strength they’ve proud of and the profit growth point they’ve relied on were no longer sparkling. As a international trade company, how to adjust or select a proper competitive strategy under the new situation becomes the fierce challenge.CS Incorporation is a US trading company, which has specialized in shoe and accessories design, development and marketing among almost100countries and territory. Based on the CS reality, this paper will analyze its competition environment, choose suitable competitive strategy, and ensure the strategy implementation.Started with review related theory on strategy management, the paper revealed CS Inco. external environment with applying PEST method&THE Five Forces Model. Then the paper analyzed company value chain and core competency from a micro view. By the way of SWOT matrix, analyzed threaten and opportunity, strength and weakness, compared the feasibility of three kinds of competitive strategies. As a conclusion, CS Inco. should select Differentiation competitive strategy based on Cost control.To ensure the implementation of the above strategy, we set about below actions: Integrate company culture, unity organization target; Shape management construction, improve the efficiency; Improve human resource management, change employee mechanism; Tighten cost control, strength financial management; Keep innovation and creation, supplier differentiated products; Consolidate sales channel, diverse marketing model; Systematic information database, sharing resource; Analyze and control potential risk, ensure strategy implementation.This paper provides a good example on analyzing and selecting company competitive strategy for peer companies. For multinational business parties, It’s very important to analyze macro and micro environment, integrated with company inner source and core competency, and select proper competitive strategy to keep evergreen competitiveness.