Research On The Development Strategy Of Guangxi Gooli Investment Ltd

Guangxi Gooli Investment Ltd is a private own company that integrates camellia oil’s cultivation, scientific research, production, processing and sales in one, with their own brand. Gooli currently has more than 50 staff (including production workers), including 10 people working in sales and office. The company focuses on production and sales of camellia oil, taking into account sales of other derivatives. Since its inception in 2006, the company’s sales of camellia oil has steadily increased. With the company’s rising operating results, the scale of development and growth, increasing competitive pressure, some issues are becoming prominent, such as what kind of position in the industry the company is on? What should be the next step in the development of ideas? In response to the increasingly competitive environment, what kind of competitive strategy, pricing strategy and differentiation strategy the company will take? Whether the environment is conducive to the company to achieve further development? Whether product lines structure is reasonable? Whether the company’s management model needs to be adjusted? In the environment that national production standard of camellia oil is lack of a clear specification, especially facing a camellia oil brand competition within certain mature markets, as a relatively low brand recognition company in the private sector, using what kind of development strategy to for its own road of competition, will be an important issue in front of the management level.During practicing in managing Gooli, through in-depth investigation and research on camellia oil market, combining with the company’s own features and advantages, and applying corporate strategic management knowledge, the author has developed detailed scientific business strategy for the development of camellia oil, so that Gooli is able to maintain the momentum of rapid development in the fierce competitive camellia oil market. Furthermore, through strategic research and development of Guangxi Gooli Investment Ltd., the paper also provides some reference for the operation and development for camellia oil companies on the market, which has universal significance to such companies in our country. From another perspective, private companies, especially SMEs in Guangxi similarly to Guangxi Gooli Investment Ltd, suffer stress and fear from the future survival of the uncertainty in the real world, this study has also enriched contents on SME development strategy.