Research On The Competitive Strategy For AY Company

With the rapid development of economy in recent decades,the scale of China’s consumer market has been growing rapidly.Today,China is already one of the major producer and consumer of industrial products in the world.Studies have shown that the rapid development of pet economy is related to per capita GDP,and the per capita GDP of $8000 will promote the development of related industries.At present,the pet food industry is in a period of rapid development,and there is much room for development.Pet economy has become an economic component of a rapidly developing city.With the continuous escalation of consumption,emotional economy and pet economy have accelerated the development of pet consumption and related industries.With the rapid economic development and consumption upgrading,China’s pet health products industry will have greater potential.As a newly established pet health products company with a small scale,AY needs to clearly define its own competitive strategy for a sustainable development in the face of market opportunities and challenges.Based on a detailed investigation of AY,this paper analyzes AY’s external and internal environments in detail,and mainly uses strategic analysis tool SWOT to obtain the alternative strategy.Combining AY’s vision,mission and strategic goal,the alternative strategy is scored by a quantitative strategy selective matrix to conclude that AY should choose a SO alternative strategy.In order to realize the SO strategy,AY needs to reposition the competitive strategy,innovate the business model and build the brand.Through the induction of AY’s own advantages and market opportunities,AY’s competitive strategy is positioned as a brand service provider of pet products with design and marketing as its core business.Based on AY’s competitive strategy positioning,this paper proposes a competitive strategy plan that integrates four specific competitive strategies,including the virtualized operation strategy to improve the business model,the new product development strategy to improve business volume,the brand strategy to enhance the market influence,and the alliance strategy to enhance the advantages and make up for the disadvantages.It also proposes to ensure the implementation of the strategic plan by strengthening the construction of information system,enterprise innovation,human resource management,and the integration of internal and external resources.Hopefully it could provide a suggestion for the development of AY and a reference for the industry.