Global Competition Strategy Research By Shanghai L Group

Menthol is one of the best-selling perfumery all over the world, meanwhile a well-known cooling compound featuring fresh cool taste, reasonable price and easy to get, which also widely used in daily necessities、food、tobacco、pharmaceutical and personal hygiene products etc. Menthol mainly extracts from natural menthol oil which quality and output would be affected by season and cultivated area which results in unstable quality and price.Shanghai L Group specializes in manufacturing and selling menthol crystal and peppermint oil for so many years, under all colleagues unremitting endeavor, recent three years sales volume has increased several times over and comes to demand over supply. Shanghai L Group has occupied a very important status in global menthol market.This essay firstly analyzes products、market and technology development of menthol industry and then does some research for inner and outside strategic environment of Shanghai L Group within SWOT competitive strategy tool. After strategy combination, Shanghai L Group decides to choose differentiation competitive strategy and analyzes feasibility and risk and also comes up with concrete measures to match this strategy including improving R&D ability、expanding productivity、enriching product category、 enhancing talent reserve、improving operation procedure and consolidating corporate culture ect. Which to ensure the successfully implement of differentiation competitive strategy.