The Research Of The Strategy Of New Baking Food Company

As the Chinese food safety problem is getting worse, people are increasingly concerned about food safety and health. In recent years, with the rapid development of maternal and child industry demand for increasing pregnancy baby supplies, consumers not only increase the demand for milk, the demand of infant food supplement products presents increase. Given the importance of biscuits for growth of infants and young children and infant biscuits are representative products infant food supplement, The New Baking Food Company focuses on production of infant biscuit. The problem of this research is how we can operate the companies sustainably, integrate the production chain and supply chain scientifically and rationally and match the internal operations and the external market demand in good market prospects.In this paper, The New Baking Food Co., Ltd. is the research object. Based on the classic management theory, in accordance with the basic steps of strategy development, the paper first analyzed the external and internal environment, then grasp the company’s current business problems and difficulties. On the basis of the analyse, the paper used the SWOT model to develop the company’s overall strategy, business objectives and corporate mission. Then the paper use the Porter’s Forces Model of Competition(entry barriers, buyer bargaining, supply-side capacity, the threat of substitutes in the industry and competitors) to analyze the competition.Through the analysis of internal and external environment, the company found out the opportunities and advantages of the development. The company has the advantage of research and innovation capability, product structure optimization capability, advanced technology, small financial pressure, while competition in the industry structure has not yet formed, fast industry development of the industry are the external opportunities. On this basis, the paper develop the company’s basic competitive strategy: to accelerate the growth of core brands and products, and continue to focus on the introduction of new products; to enhance the coverage of modern retail channels; to integrate of the traditional channels and enhance sales of other distribution channels; to expand and upgrade manufacturing systems, and continue to reduce costs and improve efficiency; to find the right strategic acquisitions and business cooperation opportunities and access to international markets.