Study On The Development Strategy Of Liangpinpuzi Z Branch

In China, the surviving condition for smallµ enterprises is not good, forthey face weaknesses as to poor technology, management standard, economicefficiency, competitiveness, and insufficient talented staff&capital, which seriouslyblock the healthy development of the enterprises. Thus under the background ofeconomic globalization and furious marketing competition, we must pay specialattention to the study of the sustainable development strategic of smallµenterprises.Liangpinpuzi Z-Store is a chain store for sales of groceries, which is put astypical of smallµ enterprises for strategic study, spurring its stable andsustainable development. This paper is special studying on Z-store of Liangpinpuzi.Through analyzing the external environment of such store, this paper is trying todistinguish and evaluate the external development trend and situation that’s beyondthe company’s control. Firstly, this paper provides analysis of the externalmacro-environment through PEST analysis method, of industrial environmentthrough Michael Porter’s Five Forces Model, of competition components throughexquisite CSF analysis, and finally the opportunity and thread of the externalenvironment. Secondly, this paper provides analysis on the internal condition ofZ-store of Liangpinpuzi. With good understanding of the current situation of thestore, it will be benefit for the making the pertinent strategy, and make the best useof its own resources. With good comparison of the internal environment of the store,this paper expatiate the value chain creating process of Z store, and finally concludeswith advantage and disadvantage of the internal conditions. Thirdly, this paperanalyzes the development strategy of such store with SWOT method, and confirmsthe selection of strategy, and its core competitive strategy, which are: standardizingstrategy, differentiation strategy and centralization strategy. To conclude, this paperdepicts the realization of the strategies, mainly including external cooperationpartner&organization mode, value realization and team integration, which isincluded in the action stage of the strategy management process.The study of development strategy is not only with significant function to thedevelopment of such store, but also provides reference value for the development ofother smallµ enterprise, especially for the chain-managing mode stores.