Research On The Development Strategy Of Mongolian GOBI Company

Cashmere is one of important animal fiber to support development of the world economy and known as "Fiber gem".The world annual output of raw cashmere is about 20 thousand tons,China annual output of raw cashmere composes approximately 70%,Mongolian annual output of raw cashmere composes approximately 20%and remaining 10%are provided by Turkey,Pakistan,Afghanistan and Iran etc countries.For Mongolia,cashmere industry is the second economic backbone.With the development of the state economy,the national income and the residential living standard are gradually increasing,the national consumption ability is enhanced,and the consumption concept is more diversified,which promotes the rapid development Mongolian cashmere industry.In 2016,Mongolian raw cashmere and wool outputs were 8.8 thousand tons and 27.4 thousand tons,ranking the second in the world.GOBI Company is the largest cashmere and wool enterprise in Mongolia,which occupies 68%of the market share in the country,and the production capacity of the company ranks the top five in the world.This paper takes the Mongolian cashmere industry pioneer GOBI Company as the research object,and on the basis of collecting and sorting the internal information of the company and looking up relevant information of cashmere industry,then combined with the development of the company and external environment condition.Then by using PEST,five forces analytical method and SWOT analysis method,it analyzed the development strategy of the company,and then proposed the company should take the development strategy under the existing conditions,the corresponding counter measures and suggestions.Through the research of this paper clearly put the development strategy of GOBI Company,firstly it can help the company under support of the Mongolia policy uses the company strong R&D capabilities,production capacity and resource advantage,seizes opportunities and avoids threats,chooses a low cost advantage,develops low and middle market,reduces the threat of substitutes,expands domestic market share,and also forms the monopoly.To optimize the product structure,to develop coherent the differentiation brand and to implement product differentiation strategy can improve the company's competitive position in the foreign market and market share,and can achieve the rapid development of the company;Secondly,It can provide a theoretical reference and practical guidance for the development and research of the development strategy of other companies in Mongolia cashmere industry.