Research On Focused Differentiation Strategy Of JXZ Drinks Co.,Ltd

Since ten yeans,with the increasing of the popularity of the xianju travel and xianju waxberry,more and more peasants plant waxberry trees,and the production is increasing.The waxberry drinks enterprises face the best opportunity of Development.The manufacturing industry of waxberry drinks is unpolluted,is a sustainable development industry.JXZ Drinks.Co.,ltd(JXZ company)is located in the Xianju County in Zhejiang Province,the hometown of Chinese waxberry.It is the earlist waxberry drinks enterprise in the Yangtze River Delta Region.Though the enterprise has some advantages,it is confronted with many difficulties,such as the shortage of financial resources,ability dispersing and small scale.How to avoid weakness,seize the opportunity,and score a success in the competitive industry is the first thing of the company.This thesis,baset on the basic theory of strategy managememt,especially the competitive strategy theory and the application conditions,has conducted a system research on the present situation,compare the three class competitive strategy one by one,and seek the most suitable strategy for JXZ company for it’s long-term development,that is the focused differentiation strategy.The thesis is devided into six chapters.The first chapter and the second chapter mainly elaborates the background and significance of the research,introduce the waxberry drinks industry related concepts,competitive strategy theory and the paper frame and research method.The third chapter uses the tools of PEST and Potter Five Forces Model,to analysis the external and internal environment of JXZ company.The fourth chapter uses SWOT analysis tool to analyze the company’s opportunities and threats,the superiority and inferiority.With the methods of IFE & EFE analysis and general competition strategies model,the thesis makes a comparative study of competitive strategies for JXZ company from four sectors: the perspectives of cost leading strategy,differentiation strategy,focused differentiation strategy and focused cose leading strategy.And then it draws a conclusion,that the focused differentiation stragegy is the preferred choise.The thesis propose that JXZ company differentiate itself,focusing on 5 aspects,raw materials,products,brand,services and cooperators.Because the company is not on a large scale and has financial limitation,it’s differentiation stragegy is not extensive but focused.It focuses on the target consumers who are fond of waxberry in the Yangtze river delta region.Finally,to ensure an effective implementation of the strategy and accomplish strategic objects,the thesis discuss the relevant guarantee measures.They include strengthening quality management,improving the financial ability,bringing intalent and accelerating innovation,cultivating waxberry drinks culture,strenthenening the customer level to level administration.The formulation and implement of competitive strategies is of great significance,helping a company clear direction and improve its profitability.There are few researches about competitive strategy in the field of waxberry drinks industry.The research of this thesis has a practical guiding significance for JXZ company and related agricultural product enterprises.