| In the1990s, as the government gradually deregulated the third-party testing market, the testing industry developed rapidly. Especially in2001, China formally joined WTO. The domestic testing market was fully opened to the public. A large number of private and foreign testing organizations entered China. The competition in China’s third-party testing market is becoming more and more fierce. Established in2003, NA testing company is a professional third-party food testing agency. With10years of development, NA testing company has already begun to take shape. However, the environment is changing, NA testing company wants to continue to grow in the fierce market competition and make the brand bigger and stronger. It is necessary to conduct a strategic planning to build its competitive advantage.In this paper, the theory of competitive strategy is used to research on the strategy of NA testing company. Firstly, the macro environment and industry competition situation are analyzed to identify that NA testing company is facing good opportunities for growth in government policy support and industry high-speed development, but also facing the threats such as tightening industrial supervision and increasing competition. Secondly, the internal resources and capabilities are analyzed for NA testing company to find the strengths and weaknesses. NA testing company is the leader in the field of pesticide residue testing, has good market credibility and strong R&D capabilities, which are the strengths. Meanwhile the weaknesses are narrow scope of business, poor profitability and high turnover of staff. Thirdly, a comprehensive analysis on the strengths and weaknesses as well as the opportunities and challenges of NA testing company are made by the SWOT matrix. Considering the company’s strategic objectives and market positioning, the differentiation focus strategy of NA testing company is proposed. The strategy implementation includes focusing on the food chain, product differentiation and brand differentiation. And a series of measures are proposed in this paper to promote strategy implementation, such as structural design, specialized personnel training, public credibility construction, quality control, information construction, etc. Expecting that, by the case study of NA testing company, the paper could provide development ideas to the relative disadvantaged domestic third-party testing organizations. |
