Research On The Sandwich Biscuit Market Development Strategy Of Company ALK

In recent years,as the living standard and consumption ability enhanced,people’s consumption habits and demand for food has changed a lot.Their consumption views gradually shift from quantity to quality.Only make corresponding strategic adjustment,can the enterprise gain sustainable competitive advantage.Based on sandwich biscuit industry,this paper take company ALK as the study object to find out how to adopt the appropriate competitive strategy to obtain competitive advantage and achieve good business performance.This paper combes the macro environment,industry situation and development trend of biscuit market domestically and abroad,which is the basis of this paper.Using Porter’s Five Force model to analyze the competitive environment to find out the opportunities and threats facing company ALK.Using SWOT model to analyze their own resources and ability to find out the advantages and disadvantages of company ALK.Combine the actual situation of company ALK with the strategic management theory and competitive strategy theory,do comparation of these three different kinds of competitive strategy,the cost leadership strategy,differential strategy,focus.Finally we find diferentiation strategy fits the development of company ALK best.In this paper,differentiation strategy includes product,marketing and brand differentiation.Increase product research and innovation,new market survey and market positioning to fullfil product differentiation strategy;diverify the trade marketing ways and distribution rate to fullfil marketing differentiation strategy;brand image is an advantage of that famaous company like company ALK,but it is also a double-edged sword.Company ALK still need to strengthen the participation in social activities and publicity to set up the positive brand image.The implementation of differentiation strategy need to get the gaurantee from functional layer like the human resources,finance,sales and top managemers.With development of more than 20 years in China,company ALK gains a lot of experience worth learning.Company ALK is a leading large company in biscuit industry,so the research of company ALK has significant reference for large companies,but does not apply to small and medium-sized companies.