| Tuyok Appareling is a private company specialized in the R&D and Marketing of Men’s Clothes. After over ten years’ development, Tuyok has built up its own brand and accurate products positioning. With the business philosophy of "Survival by Quality, Growth by Reputation and Service-Oriented", Tuyok has gained a certain market share and a good reputation in Central China. Confronted by the growing competition, formulating its strategy is becoming the priority of the company.Firstly, the macro and industrial environments of Tuyok Appareling are analyzed in the dissertation. Porter’s Five Forces Model and the EFE matrix are applied respectively to analyze the external environment of the industry, the existing opportunities and threats. Secondly, Tuyok’s internal resources, capabilities of the management and marketing, and core competency are analyzed. Its advantages and disadvantages are analyzed by using the IFE matrix. Thirdly, the growth strategy is selected by applying SWOT analysis and combining its vision, mission and strategy objective. Tuyok’s growth strategy needs to be supported by its operational strategy. After scientific analysis and argumentation, differentiation strategy is mostly preferred. Lastly, but not the least, four aspects of the differentiation strategy, namely differentiations of product, channel, service and business model, are analyzed.Strategy implementation and suggestions are raised in the fifth chapter. Three stages are defined for better implementation of the strategy. The following five suggestions are proposed:reasonably designing its organizational chart, implementing differential business model, strengthening the management of the authorized dealers, improving its HR management, strengthening the buildup of its corporate culture. The conclusion is made by presenting the prospect of Tuyok and the appareling industry in the sixth chapter. |
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