Study On KL(China)Kitchen Bath Business Competition Strategy

With the stable growth of China’s economy,the development of real estate industry,the improvement of urbanization and people’s living standards,the market demand for kitchen and bath product,especially for high-end product,continues to grow.As one of the leading high-end sanitary ware enterprises in China,KL(China)Company faces a series of challenges while developing rapidly.Therefore,it is of great significance for the future development to re-strategize its kitchen and bath business and determine a more scientific strategy direction in the complicated and fierce market competition.This paper studies the competitive strategy of KL(China)kitchen and bath business.The main research is as follows:Firstly,the internal resources and capabilities of the company are analyzed from the aspects of production,marketing,R & D,human resources and finance.It shows that the internal resources and capabilities of KL(China)are in the leading position,but its marketing in the third and fourth tier cities still needs to be strengthened.Secondly,PEST analysis method is used to analyze the political environment,economic environment,social environment and technical environment of the enterprise,and Five-Force analysis model is used to is analyze the industry competition environment.It shows that KL(China)company is facing new opportunities and challenges at the same time.Finally,SWOT method and radar diagram are used to analyze the advantages,disadvantages,opportunities and threats of enterprises,which clarifies the development direction of competitive strategy.It shows that KL(China)Company should choose SO strategy,the development direction of competitive strategy should consolidate and protect the existing market,develop products and expand the market.In order to guarantee the realization of competitive strategy,it is necessary to optimize marketing,technology development,financial management and human resources.The research of this paper can also provide reference value for the development of other enterprises.