Strategy Analysis Of Shenzhen Haohuaji Company

Since foundation in2008, Shenzhen Taohuaji Company, a chain underwear company, keeps making effort on designing and manufacturing and sailing as a whole. Because of the short histories and the financial crisis at its beginning, the management of the company is extensive. When the company gets larger and larger, it confronts tremendous challenge, for example, efficiency drop, earnings power decline, market share decrease. The author wants to research the development strategy in order to guide the company to catch the opportunity and avoid the risk and improve the status by using its advantage.Based on Taohuaji case study, combined with the current characteristics and trend of apparel industry, through analyzing enterprise’s internal resources and ability, the enterprises macro environment and micro environment analysis, has been clear about the enterprise’s current strengths and weaknesses, external risks and opportunities, illuminates the enterprise’s core competitiveness, survival situation, management direction and competitive strategy, and finally make enterprise selection of strategy and strategy implementation, and evaluation.This article covers the basis of enterprise strategy management theory, according to strategic analysis, strategy formulation, strategy implementation structure of three kinds of logic analysis, using PEST analysis method and EFE matrix, IFE matrix, potter five analysis, SWOT analysis model, QSPM matrix, such as tools, combined with the enterprise actual financial data, human resources, information, and concluded that Taohuaji in the business layer should be taken to low cost competition strategy, supply chain optimization, strengthening enterprise information construction strategy for the enterprise. Finally, this paper discusses the Taohuaji concrete measures in the process of competition strategy implementation and strategy control, puts forward through strengthening enterprise core competitiveness, the new corporate culture to ensure that the strategy finally took root and grew, eventually to achieve fruitful.