| For the enterprise,especially as a consumer company,increasingly globalizing economic today is not only an opportunity,but also a great challenge.The growing global economic ties provide more market opportunities and a broader stage for the development of the enterprise.The challenge is that global economic ties are increasingly tightening the competition between competing products.When the enterprise invested a lot of time and energy to develop new products,it may be easy to be imitated or even replaced by its competitors.Even if the product has a broad market capacity,it is bound to difficult long.In face of increasingly complex market situation,it is a certain choice for the enterprise to pursuit a suitable competitive strategy.It also determines whether it can obtain a dominant position in the increasingly complex market.Therefore,to explore and establish competition strategy that is suitable for their own situation is the inevitable choice for most small and medium enterprises to achieve long-term development.Content targeting the present economic and society condition,analyses the product and management case of Kuudy Baby Product Company,figuring out the methods and guarantee measures to select and implement the differentiation strategy,by analyzing the feasibility of the differentiation strategy.Six points are outlined in this paperThe first part is the introduction,which introduces the background of the research of company competition strategies,research contents,significance and method.Secondly,it is introducing the related theory,which is the base of the paper in coming analysis and strategy selection.Then,the third section is analysis for external industry situation and environment of Kuudy Company,In this paper,the use of PEST analysis,for all aspects of the relevant analysis and literature,technology innovation,deeply analyses the feasibility of competition strategy for Kuudy company.This paper also applied the Porter Five Forces Model that including the level of the buyer’s bargaining,the level of substitution and the level of potential substitutes,thereby analyzing competitiveness competition strategic choice and selection,it is the basic support of final strategy of differentiation.The fourth section is analysis of internal environment of Kuudy,contents the existing product feature,product aspect and industrial competition environment.At the same time,it also analyzes the internal situation of the enterprises structures,human resources,product and technology innovation,marketing,production capability.Through the analysis of internal and external environment for Kuudy’s high landscape stroller project,identified the challenge and dilemma they are facing currently.So,Kuudy urgently want to seek a method to gain an effective strategy,which not only can make their own product have difference from other competitors,but also can control the high cost due to product differentiation.The fifth section is mainly descript the selection and formulation of competition strategy in Kuudy.It concretely expounds the strategic intention and purpose of formulating the competitive strategy of Kuudy,according to the previous analysis theory and existing condition,successfully determine the differentiation as Kuudy’s competitive strategy,also develop the detailed solution and reachable path.The sixty part is formulating the effective proposal of ensuring Kuudy company following the fitted competitive strategy,mainly adopt the guidance during the implementation of fitted strategy,separating the considered target one by one and kick off the strategy,then optimizing the organization structure,enhancing the human resources,company culture,talent introduction and excitation policy,ensure the strategy of Kuudy can be implemented successfully.Finally,this paper mainly applied the method of monographic study,in purpose of through analysis to the successful case in Kuudy company’s high landscape stroller project,provide the feasibility analysis,strategic choice and formulation,implementation and control of specific programs for many similar small and medium-sized enterprise who are seeking for suitable competitive strategy for their own enterprise,not only provide the research ideas to ensure the smooth and effectiveness when implementing the competition strategy,but also do our bit to shorten the groping time for those similar company who are devoting themselves to seek long-term develop and growth increasingly. |
