The Competitive Strategy Research Of S Company

Kettle controller market was driven by global Kettle business. In the past5years, theglobal kettle market business increased gradually, and we figured that kettle market went topolarization: one is that Retailer conducted severe promotional plans with cheaper price tostimulate the market in order to bypass the influence of mortgage crisis and debit crisis, thisconveyed a message to the kettle manufacturers especially in China that they need to makemore open price point kettles to the customer; another is that Brand and Retailer generatednew premium sales by selling new value added, featured and innovative kettles. And as wellthis conveyed another message to the kettle manufacturer that they need think to makedifferential to get premium from their customer by the time when they were capable to makecost competitive kettles.Base on the understanding&estimation of the market, kettle market size will up to3-5%by each year in the next5years. Here we introduced S company which his head quarterlocated in U.K, as the leader of kettle controller, It covered46%of market share. In the next5years, the homogeneous competition of controller market will become crucial and this willdrive S company to do more on cost saving. Besides, S company needs to be more innovativewhich try to make differentiate. Thus S company needs a correct strategy to lead companytoward more success and a correct execution plan to make sure the strategy implementedefficiently.This Article was split from5parts. Chapter one introduced the background andsignificance of analysis as well as the content and method. Chapter two, we used PEST, Potter5forces model&competitor analysis to monitor the outside environment of S company.Chapter three, we analyzed the resources and capability of S company, concluded the corecompetency to evaluate the inside environment of S company. Chapter four, A SWOT analysishelped to figure out the variant possible competitive strategies. An integrated strategy wasmade base on the result of analysis as well as the identification of target market and company goal. Chapter five, we introduced the execution&protection plan base on the strategy made.Included the idea of company, organization chart change, supply chain management, humanpower resources&company culture building, which was aim at expanding the market shareand making S company competitive.