The Study Of The Strategic Administration Of The Development Of Holiland Firm

Since the reform and opening-up policy, Chinese economy has developed rapidly and baking industry has grown out of nothing. Chinese baking industry has experienced over20years’development, beginning from following Hong Kong bread style in1980s, to the emergence of large numbers of Tai Wan-funded baking factories in1990s, and then to the showing of actual strength of the baking enterprises in China. Meanwhile, Chinese baking industry rapidly developed from selling cakes, to the multi-line business of bread and coffee, from a mom-and-pop store to nationwide chain stores.According to the statistics, our baking industry remains increasing at the rate of10percent, and reached an industrial scale at￥71.8billion in2008and will achieve￥130billion in2013according to the prediction of a related organization. Experts also estimated that the market will still keep sustainable development in30years and its increase rate in less developed cities will reach30percent. Chinese baking industry is indeed flourishing, and the large market has attracted a good number of brands. However, although the advantages of brands and scales on chain stores have been gained, it is still confined to certain small areas, and there are few chain stores that have achieved real branding.Holiland Firm is the largest chain enterprise in China, which has been managed for more than20years, undergoing different stages of development, thus for the whole baking industry it is of significance to study the development strategies. Facing the increasing numbers of foreign brands as well as the fiercer competition, Holiland Firm should remain the dominant position and choose a suitable strategic way.This thesis made a detailed analysis of the macro-environment of the baking industry as well as the internal environment of Holiland Firm by applying strategic administration system based on mass research findings on baking enterprises home and abroad. From the perspective of overall situation and long-term viewpoints, it analyzed how to establish, perform, and regulate the managing strategies for the baking industry which is under fierce competition now, thus it can foster core competiveness and reinforce the leading position.This thesis includes six chapters. Chapter one made clear the background information, the purpose and the significance of the topic as well as the contents and the thoughts of the study. It also gave a general introduction to Holiland Firm. Chapter two stated an understanding of thetheory of strategic administration. In chapter three and chapter four, the author analyzed the external and internal environment of Hiliand. Chapter five and six explained the choices and evaluation as well as the implement and drafting of strategic scheme in Holiland.