Study On M Company Development Strategy

The liquor industry is a traditional industry in our country.With the development of economy and the reform and opening up process,the western related strategic management theory has been introduced into liquor industry.In the past few years,the domestic economy has gradually slowed down.Many industries have been slowly affected by the economic development.However,the liquor industry has maintained double-digit growth for 10 consecutive years.The new brands,new products,and new tastes have launched markets to enrich the white wine market.M Wine Factory Co.,Ltd.is located in Su Qian City,Jiangsu Province,a famous Chinese wine township.The company covers a total area of nearly 10 square kilometers and has three major winemaking production bases.It is the only company in the Chinese liquor industry that has two major Chinese wines,two old Chinese brands and five well-known Chinese trademarks.Through the literature analysis method and case analysis method,the thesis connects the theory with the actual situation and collects a large amount of relevant literature data.In the second chapter,the development history,current situation,law and consumption characteristics of liquor industry are expounded,and through a large amount of data,analysis of the liquor industry's macro environment and development trend.Base on the background of this industry,through the combination of M company's own development process,market characteristics,brand status quo to make in-depth analysis.In the third chapter,this paper uses the strategic theory tool of modern exchange to analyze the external environment of liquor industry by establishing PEST model and Five Forces Model of M Company.It is concluded that "liquor industry has a high barrier to entry.It is expected that in the next five to ten years,there will be no fundamental change in the competitive situation of the industry,and the profit level of the industry will still be higher than that of other fully competitive industries.In the fourth chapter,through the Value Chain Method,the internal environment of the company is analyzed.It affirms the recognition that "quality is the cornerstone,brand is the core and marketing is the sublimation" of M company.Then,after the SWOT analysis in Chapter 5(matching the company's competitive advantages,weaknesses,opportunities and threats),it gives its own opinions on the innovation of M company's strategic positioning,locates the direction of M company's hybrid strategy,and formulates the "three-oriented strategy" for M company.Finally,in the sixth chapter,it elaborates on the guarantee measures of M company's mixed strategic direction from three aspects: R&D guarantee,marketing guarantee and human resources guarantee.