Research On GKSF's Strategy Of Selecting Differentiated Competition

The choice of competitive strategy is an inevitable choice for modern companies to respond to fierce market competition.Reasonable choice of competitive strategy suitable for the development of the enterprise can make the enterprise invincible,and the wrong choice may also lead to the failure of the enterprise's competition.Galanz has chosen a cost leadership strategy in the microwave oven and other small household appliances market,which has promoted the company's development.Similarly,the wrong competitive strategy will also lead to the demise of the company.Just as HTC mistakenly chose a centralized strategy and caused the competition to fail.The GKSF company studied in this paper,in the early stage of enterprise development,has achieved great success through the use of low-cost competitive strategies.For the whole year of 2013,GKLSF's sales of instant noodles,tea drinks and packaged water accounted for 56.7%,50.1%and 19.6%of the sales in the market respectively.The GKSF brand is well-known throughout the country,and it holds the market steadily.leadership.However,after 2014,in the face of rapid consumption growth,channel changes,and the rapid development of takeaways and convenience stores,GKSF did not adjust its competitive strategy in a timely manner.Instant noodle sales fell by about 12%,and its market share dropped to 42%.In order to cope with the company's development trend and maintain a steady development,GKSF must carry out rigorous research on its competitive strategy.This article first analyzes the company's internal environment from the aspects of organizational structure,marketing,production and operation,and financial management,and finds that the company has strong marketing capabilities and a good brand image.However,brand recognition in the rural market is not high;then,PEST is used.Analytical method and Porter's five-force model analyzed the eentrantsxternal environment of GKSF and found that there were potential threats such as,substitutes,and raw material prices.We use the QSPM matrix analysis method to assign weights to each external and internal key factor,compare and analyze the competitive strategy,and ultimately determine the competitive strategy of GKSF as a differentiated competitive strategy.Finally,a differentiated competition strategy was implemented in terms of product differentiation,brand image differentiation,and marketing differentiation.On this basis,through organizational changes,new product research and development,increase sales efforts,and develop new channels to ensure the implementation of differentiated strategies.