Yunnan Hogddf Coffee Company Development Strategy Study

Coffee and tea, cocoa and called the world three big drink, around the world, about a third of the population drink, coffee in global trade second only to oil. According to statistics,98%of China’s coffee planting in yunnan, yunnan coffee export95%of China’s total, coffee planting industry has become a pillar industry of yunnan agriculture. Yunnan HOGOOD Coffee Co. Ltd. is the only set of coffee planting, processing, sales for the integration of agricultural industrialization national key leading enterprises, is the province high and new technology enterprise, innovative pilot enterprises; Is China’s largest coffee planting area, yield the highest coffee production enterprise. Yunnan HOGOOD Coffee Co. Ltd. is China’s coffee enterprises in growing their own forces, set up the national brand road continuously explore, bold innovation true portraiture, has certain representativeness. Although in recent years,Yunnan HOGOOD Coffee Co. Ltd. development is rapid, but with the international coffee giant have beaching domestic coffee market, coffee market competition, it is necessary to deeply analyze enterprise present situation, the thorough analysis enterprise strategy and enhance competitiveness, promote strategic measures.This paper uses literature analysis, case analysis and empirical analysis and other methods, in interpreting strategic management on the basis of related theory, using PEST, five competitive forces model tools of strategic analysis analyzes the external environment of the enterprise, and further analyzes the enterprise development present situation and the existing problems, made a strategic choice, made the enterprise development goals and ideas, and at the same time puts forward after yunnan HOGOOD coffee company strategy propulsion measures. The paper aims to study, for our country the coffee industry development provide valuable reference and for other coffee enterprise production and management development play a certain reference.