Research On Competitive Strategy Of Supor Beverage Company

Electrical and beverage appliances of Supor both rank top three in the domestic small kitchen electrical appliances industry. Facing increasingly strong market competition from Midea and Joyoung,it?s necessary for Supor to specialize in the study of how to occupy No.1 in the beverage market share and probe into its own competition and development strategy in the next three to five years to achieve the category management and overall strategic target. As a labor intensive industry, the profit margin of small kitchen electrical appliances industry is narrowing with the rising labor cost each year. Small kitchen electrical appliances industry market competition has been rising from simple competition of resource, capital and product to the higher comprehensive competition level of brand, price and service. Strategic choice and its implementation have been the key elements in the enterprise medium and long term target.Combined with present developing status, relevant research at home and abroad and the strategic management theory, this dissertation studies the competition and development strategy of Electrical and beverage appliances of Supor in the next three to five years and puts forward Differentiation+ Cost Leadership competition strategy. Firstly, the thesis thoroughly analyzes external competition of beverage in use of PEST analysis, the Five-force Model and Boston Matrix and also analyzes internal resources and organizational capabilities in use of value chain to find out main problems and chances in development and competition. Secondly, it strategically researches on future development in application of SWOT analysis. This article puts forward Differentiation+ Cost Leadership competition strategy with feasibility study and evaluation on three types of competitive strategies. It also programs and interprets strategy of each functional department. At last, it researches on specific operation strategy, organization and process, risk assessment and precaution in order to guarantee the successful implementation of the overall competition strategy.This article is intended to set development competition strategy against the challenges and development issues for Supor electrical appliance beverage categories. It will benefit high-speed development for Supor electrical appliance beverage categories in the coming years and will also serve as a reference for other competitors to establish competitive strategies in the small kitchen electrical appliances industry.