Research On The Development Strategy Of The BK Company

The BK company is a brewing food company with a long history of nearly100 years which is founded in 1929,gradually become a big enterprise.But because of the lack of planning?strategic awareness and target awareness for the controller of the company,resulting that the company could not be fully developed in the key nodes of the transformation,remaining a certain blindness and limitation in the development process of the company.In 2016,the original company site of the BK company was included into the city planning relocated area,with the meantime the local government subsidied 400 million RMB to help the factory house moved to the Hi-tech and New Development Zone of the city,national construction investment and new area must brought countless opportunities and challenges;in addition,the transition from the old development mood to the social new occasion,the adaption to the major national economic strategy,the seizement of the Development strategy of The Belt and Road are all crucial opportunity to the BK company.So the problem of the BK company which need to be solved urgently is not only to solve the difficulties in the development process especially in the transformation period,but also to formulate the company's development strategy and provide a corresponding implementation plan.This paper is based on a large number of relevant article,the theoretical basis is the studies of the strategic management,systematically researched the development strategy and implementation plan of the BK company.First of all,by expounding the basic situation and historical development stage of the BK company,to put forward the problem of the company.Secondly,based on the problem,to analyze the strategy of the BK company from the two aspects of the external environment and the internal environment?the advantages and disadvantages as well as the resources and the ablity of the BK company,.Then,on the basis of the SWOT matrix model,according to the confirm of the goal,to choose the development strategy adapted to the BK company.Finally,by establishing the brand strategy,the market development strategy and the function development strategy of the BK company,by refining the product strategy,marketing strategy,fund strategy and the personnel management strategy especially the brand building strategy,so that to make the development strategy more operational?more easy to implement and control.