Research On Marketing And Strategy Of The Chicken Processing Production Line Expansion Project In H Company

With the development of economy and improvement of productivity, has been a rapid development of poultry industry in China in recent years, constantly updated production technology, product yield increase year by year. Along with the global and domestic chicken products demand are showing a growing trend, H company has decided to grasp the opportunity of market expansion, increase the production capacity of enterprises, have a broader market space, so the chicken processing production line expansion project is presented. This paper is around the expansion project of the topic, and to explore the advantages disadvantages opportunities and challenges, from the perspective of strategic analysis, is project relative to different strategic situation, to determine the emphasis of the strategic direction of the construction of the project.First of all, the author illustrates the research purpose of this paper, through the historical data, using the scientific method, the market demand, competition situation and the industrial chain and product life cycle are analyzed, and the conclusion summed up as four types of elements of the SWOT analysis, through the SWOT analysis, determine the type of project, and according to the characteristics of the engineering formulated the corresponding strategy, and puts forward a simple engineering plan.And then in the market demand analysis, the author USES historical data and income elasticity coefficient method of consumption market capacity in the next five years is forecasted, so as to determine the market continued expansion in the next five years long conclusions; In competition analysis part, the author USES porter five models of the existing competitive environment are analyzed, the results of the analysis is:the existing project and the project put into production after the product competitiveness is stronger, can occupy the competitive advantage; In the industrial chain analysis part, the author use the "smiling curve" theory, determine the chicken processing industry belongs to the downstream industry chain in the industrial chain, higher margin, suitable for investment in construction; In the product life cycle analysis, the author respectively by the method of qualitative and quantitative to identify existing industry life cycle, ultimately determine the existing industry is at the early stage of the life cycle of maturity stage, industry is still in the stage of development, the market has huge potential.Finally, in the strategic plan of chapters, the author using the conclusions of the previous analysis, summed up the SWOT analysis of the strengths, weaknesses, opportunities, threats four factors such as condition, through the SWOT matrix to determine the situation facing the project for the advantages outweigh the disadvantages, opportunity is greater than the threat, and determine the growth strategy. Finally the author simply on the engineering design, and puts forward several opinions in the safeguard measures and Suggestions.