The Research On Strategy Of Organic Tea Development Of Golden Well Tea Company

With the development of global organic food and organic agriculture from1970’s, people had paid more attention to organic tea, because the process of the production and processing of organic tea are under strict control. Therefore, the organic tea has been regarded as one of the most nutrition and the safest natural organic food. Golden well tea company is a size and strength, set production, processing, marketing, trade in one of the provincial agricultural industrialization leading enterprises. Due to encounter development bottleneck, the scale of the enterprise growth for three consecutive years, the management level can’t keep up with the development needs, product updates can’t keep up with the demand of the market, the enterprise urgent need through the development strategy to change the present situation.This paper in view of the current gold well tea company dilemmas, is to develop a scale encounter bottlenecks, competitors serious homogenization of the specific situation, the system analysis the gold well tea company external macro environment, industry environment and competitive environment, internal resources endowment and ability level, found gold well tea company’s industry has good growth, while the company itself also has a good market competition ability, but because of the company management and the strategic planning did not keep up with the demand of the market, so that enterprise years although development high starting point, but fast speed. Therefore, this paper further combined with enterprise strategy management theory and method for enterprise future development strategy for system analysis and reconstruction, from the development of the industry posture, gold well tea company future need to focus on the trend of the industrialization of agriculture, from product development strategy in line with international standards focus on the development of high quality organic tea; From a strategic clustering model analysis result, the company strategy clustering choice is to implement enhanced strategy, including market development strategy, product development strategy and vertical integration strategy, etc., this means that the future of the business in the market and products to further strengthen and development efforts, From Boston matrix analysis result, the company will strengthen their own advantages business development, further expand the star business influence, the future this area still have bright prospects; From the analysis of the value chain to see results, the company can from the low end of the value chain link gradually through value chain of high-end link, reduce the cost of low-end links, and at the same time, improve the added value of products, develop organic tea products and market at home and abroad.Finally, in this paper, the enterprise in the future five years of development planning of scientific design, because the enterprise development strategy reconstruction is a systematic project, which needs from human resources, technology and management all aspects to provide reasonable matching, to be able to ensure the smooth implementation of the strategy, so this article from these three aspects has formulated the development strategy implementation safeguard measures.