Study Three Le Pulp Pharmaceutical Company Strategy Change

Small and medium enterprise is China’s important part of the national economy; it is also the strong power to push national economy. How can these enterprises get survival and development in an increasingly competitive environment, i.e., how to create and maintain their own competitive advantage, has become the primary problem of small and medium-sized enterprises. One of the key to solve this problem is to establish enterprise strategy to adapt to the external environment change and internal condition; this is also the important factors for enterprise sustainable development. Of course, this kind of enterprise has to face many kinds of problems, such as technical revolution, large enterprise monopoly industries, financing ability limit and management system transformation etc., and in global earth today, they have to face international or national other environment changes. For Chinese function food industry concerned, small and medium-sized enterprises especially face problems such as lots of marketing expense, marketing method unceasing renewal and change and lack of talent etc, which may influence to continuous development of enterprise. This paper first introduces research object-SANAJON Pharmaceutical Group, the history and present situation, review it’s strategic management theory; then analyze the internal and external environment it faces, illustrates the competitive advantages, strategic choice and strategy implementation; then under current situation how to get the competitive advantage, make corresponding strategy and how to implement it.This article consists of seven parts.The first part is exordium; introduce the background, purpose and method of the research, review the history and stations of SANAJON Pharmaceutical Group include the strategic now.The second part introduces the theory of strategic management. Based on it the enterprise constitutes the competitive strategy for itself and obtains the advantage of competitive.The third part systematically and thoroughly analyzes external environment of SANAJON Pharmaceutical Group. It focuses on the macro and industry environment Michael Porter’s five competition driving forces and the marketing status of SANAJON Pharmaceutical Group.The forth part systematically and thoroughly analyzes internal environment, especially introduce the frame, culture marketing and human resource SANAJON Pharmaceutical Group.The fifth part analyze the feasibility and essentiality to the strategic shift, also uses the tool of SWOT to analyze the status that it faces based on the analysis result of EFA and IFA to find out proper strategy based on the consideration of its strength, weakness, opportunity and threat. And at last, choose the whole competitive strategy of enterprise.The sixth part, consideration of strategy implementation, from the structure, performance evaluation system and strategy guidance to the last kaisen and supervision.The last part includes main result of the research, insufficiency and expectation.