Study On Competitive Strategy Of Z Feed Additives Company

During the 13 th Five-Year Plan period,with the increasing demand of animal husbandry and the promulgation of a series of policies to promote the development of feed additive industry,the number of feed additive enterprises increased sharply.However,although the number of feed additive enterprises increased,the concentration of the industry increased,the market competition became fierce,and most market management was not standardized,which led to the opening of some cities.As the first batch of enterprises to enter the feed additive industry,Z Feed Additives Company needs to change the competition mode and optimize its own value chain.At the same time,it needs to strengthen technology research and development,develop new safety additives with specific biological activities and functions for animals by biotechnology,and promote feed additives to be efficient.Safety,environmental protection and multi-functional development,so as to realize the transformation of feed additives from importing countries to exporting countries.To design competition strategy around this idea is the way to develop feed additive enterprises in the future.At the same time,it has certain reference significance for the development of similar small and medium-sized enterprises.This paper takes Z Feed Additives Company as the research object,uses the basic theory and analysis tools of enterprise competition management,makes a thorough analysis of Z Feed Additives Company's external environment including macro environment and industry environment,points out the opportunities and challenges of Z Company's development,and points out the advantages and disadvantages of Z Company's internal environmental value chain.According to the analysis results,we choose differentiation as the strategic direction,and put forward the differentiation strategy based on cost control as the competitive strategy of Z company,and put forward the implementation guarantee on this basis.The first chapter is the introduction part.It elaborates the background,purpose and significance of the research,the expansion of animal husbandry demand and the introduction of relevant supporting policies of feed additive industry,which promotes the increasing demand of feed additive.The feed additive industry has broad prospects and great potential for development,but with the intensification of competition,there are a certain number of feed additive enterprises every year.As the industry has been eliminated by the market,how to stand out in the fierce competition,it is necessary to formulate realistic and feasible competition strategy;further elaborate the research status at home and abroad,and point out the relevant content and ideas of company strategy research,which provides the direction for the research of this topic.The second chapter is the theoretical part.It elaborates the basic theory of strategic management and the basic form of competitive strategy.It provides the theoretical basis for this topic.Through three strategic analysis tools: pest analysis,industry environment analysis and internal environmental value chain analysis,and three strategic analysis methods: internal and external key factors evaluation matrix and quantitative strategic plan matrix,it carries out competition.Strategic identification,in order to better play to the competitive advantage of enterprises,formulate a competitive strategy matching the development of enterprises.The third chapter analyses the external environment of Z feed additive enterprises,including political environment,economic environment,social environment and technological environment.At the same time,it analyses the industry environment from the perspective of market development potential and five-force model.Through the evaluation matrix of external factors,it points out the opportunities and threats of the development of Z feed additive companies,so that Z feed additive companies can seize the outside.The ministry has a strong environment and should take appropriate measures to avoid the threat of external environment.The fourth chapter analyses the internal environment of Z feed additive enterprise,further analyses the difference of return rate of different value activities in the value chain from Z company's value chain analysis,points out the advantage and disadvantage of Z feed additive company through internal factor evaluation matrix,confirms that technology research and development ability is the core competitiveness of Z company at present,Z feed additive company should give full play to next step.The advantages of core competitiveness make up for the shortcomings of high total cost and imperfect human resources construction.The fifth chapter is the identification of competitive strategy.Firstly,we compare and analyze the advantages and disadvantages of four competitive strategies: cost control competitive strategy,differential competitive strategy,centralized competitive strategy and cost control-based differentiation strategy(optimal cost supplier strategy).Then we confirm that Z company implements cost control-based competition strategy through quantitative analysis of competitive strategy.Differentiation strategy(optimal cost supplier strategy).The sixth chapter is the guarantee of strategy implementation.It analyses and compares the difference of the return rate of value activities in Z company's value chain,optimizes Z company's value chain according to Z company's business status,and puts forward the guarantee of competitive strategy implementation.The concrete implementation plan mainly has two parts:the first is cost control construction,adhere to the principle of centralized bulk procurement,the lowest procurement price,and reduce costs from the source;at the same time,develop economies of scale,invest in plant construction,and pursue economies of scale in order toreduce enterprise costs.The second is the construction of differentiation,which is mainly manifested in the construction of product differentiation and service differentiation.In addition,the implementation of differentiation strategy based on cost control(optimal cost supplier strategy)is guaranteed by strengthening human resources management,strengthening enterprise culture construction and improving information system management.This research can bring new thinking to many small and medium-sized feed additive enterprises.It is of great significance to find market positioning in stimulating competition,fully seize the favorable opportunities of external macro-environment,give full play to their core competitive advantages,gain a place in the industry and effectively solve this problem.