Strategy Study On Competitive Advantage Enhancement Of Sundaily Farm Company

With the rapid development of knowledge economy and more attention on food safety, great changes have taken place in the operation and management environment of traditional agri-businesses. A successful enterprise must be timely to improve its competitive advantage so that it can be in an impregnable position in the fierce market competition. How to develop effective competitive advantage improvement strategy through the enterprise’s own advantage to promote the sustainable and healthy development is the problem for each enterprise as well as Sichuan Sundaily Farm Ecologic Food Co., Ltd.Based on the above background, this paper made a systemic study of how to improve the competitive advantage in the knowledge era through comprehensive use of literature study method, case study method and empirical research method.Therefore, study ideas of this paper were as follows:First of all, the definition and specific connotation of the enterprise’s competitive advantage was redefined on the basis of literature review about the concept evolution of the enterprise’s competitive advantage. This paper demonstrated systemically the three classical theories of the enterprise’s competitive advantage:the exogenous theory, the endogenous theory and dynamic capability theory and compared the three theories to determine that the dynamic capability theory was the theoretical basis for the improvement of enterprise competitive advantage and the dynamic capability of enterprise competitive advantage was the management ability of the enterprise in this paper.Then, it analyzed the current development situation, development history, organizational structure, business cultural ideas, strategic target and development strategy of the Sundaily Farm to provide the basis for the analysis of current competitive advantage.Besides, SWOT analysis was carried on the Sundaily Farm:the resources and ability of the enterprise, the macro environment, the industrial situation, the competitive advantage, the competitive disadvantage, the opportunity, the threat and so on. It demonstrated that the Sundaily Farm should grasp the favorable factors and chances of the environment to actively eliminate competition disadvantages and threats through the enterprise’s own advantage. Therefore, to develop effective competitive advantage strategy was imminent.The effectiveness of the enterprise’s competitive advantage improvement strategy ultimately depended on that whether it could promote the new development of the enterprise. Therefore, the improvement strategy and practices of the Sundaily Farm’s competitive advantage had been discussed and the three improvement strategy principles (consumer satisfaction, value creation and continuous improvement) were determined in this paper. It also put forward the competitive advantage improvement strategy of the Sundaily Farm:the value chain restructure, the safer and more nutritious egg products, the commerce and channel mode innovation, the sustainable and effective potential development of team, the enterprise management level improvement and the organizational culture updating to guide the concrete practice and pointed out the promotion strategy challenge and safeguard measures in practice.Finally, the research conclusion was summarized and the further research direction was pointed out in this paper.