The Study On Development Strategy Of CB Company

CB is a joint venture engaged in pure fruit juice beverage. To this year, CB has been in business for 30 years.It was set up in Tianjin at first, and later, as the market continues to expand, CB company established two branch offices in east China and south China. Its products are sold to various cities in China.But with the changing domestic and international economic environment, The bottleneck period of CB has arrived. CB urgently need a new breakthrough to maintain their competitiveness level.This article is under the background of this research.The purpose is through analysis step by step to help the CB company find their own core competitiveness and the development strategy of the enterprise.Finally to seek the development direction of next step.In this paper, the first chapter is CB company profile of the company, the research background, significance, and then puts forward the problem to be solved.TChapter Ⅱ and Chapter Ⅲ analyzes the CB company external environment and internal environment, including the macro economic environment and competitive environment. In addition, the third chapter has analyzed the resources and capacity With the enterprise itself, then points out where the core competence.The fourth chapter is based on the content of the first two chapters. It used the SWOT matrix to analyze the internal strengths and weaknesses, external opportunities and threats. According to the analysis results for CB company to make strategic combination, finally complete the analysis of the problem. The fifth chapter is to assist enterprises to formulate the implementation of the scheme should be taken.Ensure the strategic can truly be implemented, avoid making strategic theory because of the measure is not perfect. Finally, the thesis is summarized in the conclusion part.CB company is a production of fruit juice of small and medium enterprises. The authors hope that this article research can provide some reference for the development of those small and medium-sized juice enterprise.