Research On YZ's Competitive Strategy

According to the statistical data of the China Glass Bottle,Can & Bottle Industry Committee,the domestic glass,bottle,and canister manufacturing enterprises are mainly distributed in Anhui,Guangdong,Shandong,Shanxi,and Jiangsu,where more than 85% of the glass bottles and bottles in China are concentrated.Can manufacturing company.YZ Company is a typical representative of the glass bottle and can manufacturing company in Shandong Province.It has more than 20 years of experience in the production of glass bottles and cans,followed by the development of the macro economy and the environment.The purpose of this study is to use the combination of related competitive strategy theory and practice to use relevant methods and tools to diagnose various favorable and unfavorable factors in the competitive strategic environment of YZ.Formulate a competitive strategy suitable for YZ Company and propose an implementation plan for this strategy.The research results can play a certain role in supplementing and perfecting the competitive strategic system of glass chemical companies at the theoretical level,and they have enriched the relevant theoretical systems to some extent.At the practical level,it is easy to improve the YZ company's adaptability to the glass jar industry market and the macroeconomic situation,fully grasp its own advantages and disadvantages,discover shortcomings,give full play to its strengths,formulate competitive strategies according to its own characteristics,and enhance its competitiveness.The basic idea of this study is to proceed along the internal and external environment of competition strategy-the formulation of a competitive strategy-the key idea of strategic facts and safeguards.Specifically,first of all,it reviews related literature and theoretical basis,and analyzes the internal and external environment of YZ's competitive strategy development from the aspects of macro environment,competitive environment,resources,and capabilities.Afterwards,based on SWOT analysis and internal and external factors matrix,YZ Company's differentiated competition strategy was determined.Finally,the implementation plan for the differentiation strategy was put forward in terms of products,prices,channels,promotions,service and image,and the safeguard measures for the implementation of the strategy were proposed in terms of organization,manpower,finance and culture.According to the SWOT analysis,we can see that YZ company's advantages outweigh its disadvantages and its opportunities outweigh the threats,so growth strategies can be adopted to seize opportunities and improve the competitiveness of enterprises on the basis of giving play to their own advantages.In order to make the selection of YZ's competitive strategy more scientific,this paper believes that the strategic planning scheme that best conforms to the operation of YZ company at the present stage can be selected more accurately by scoring internal and external factors matrix and conducting a series of overall evaluation and demonstration through the rational use of strategic planning matrix.After QSPM matrix analysis,YZ's competitive strategy alternatives are attractively divided into: low-cost strategy: 7.58,differentiated strategy: 8.78,focusing strategy: 6.50.The priority of competitive strategy selection is: differentiation strategy(8.78),low-cost strategy(7.58),and focus strategy(6.50).Therefore,differentiation strategy has become the preferred strategy type of YZ Company's development strategy.Based on the 4P theory,this paper proposes the implementation of the differentiated strategy from six aspects: products,prices,channels,promotions,service and image.It also put forward safeguard proposals from four aspects of organization,manpower,finance and culture.