A Study On The Development Strategy Of Sichuan Sundaily Farm Ecologic Food Co.,Ltd

With the adjustment of agricultural structure and the implementation of the policy of expanding domestic demand, as well as the acceleration of urbanization and the improvement of the consumption level of the residents, the production, circulation and consumption of eggs and other fresh produce will increase year by year. As a primary agriculture product, the threshold of egg industry is very low. The market competition of eggs is very competitive, the market has been completely transformed from the seller's market into buyer's market. At the same time, the consumer attitudes and consumption patterns are quietly changing in the internet age, the influence of e-commerce on the traditional industry is greater than before. In recent years, the government has made stringent requirements on the safety and quality of eggs because of food safety issues often occur. The egg production enterprises should consider how to make effective development strategies to maintain and enhance the market share of enterprise in the new competitive situation, so does the company which name is Sichuan Sundaily Farm Ecologic Food Co.,Ltd (hereinafter referred to as Sundaily Farm).Based on the above background, this paper made a systemic study of how to make a development strategy in the new situation through comprehensive use of literature study method, case study method and empirical research method. The study ideas of this paper were as follows:Firstly, we analyze the change of the group's environment, the industry competing situation and the group's resource capability with PEST and SWOT model to bring forward the group's potential opportunities and threats, the strengths and weaknesses. Then we put forward such strategy suggestion as speeding the regional distribution, improving the market share, developing new sales channels, developing high-quality eggs in line with consumer demands, cultivating new profit growth point by increasing investment in egg processing, enhancing brand influence by expanding publicity channels.Secondly, we analyze the vertical integration strategy of the enterprise and put forward the forward integration strategy according to the corporate mission and strategic objectives. Finally, we put forward the strategic implementation and control measures according to the forward integration strategy of Sundaily Farm.