| Supor electric appliance company is mainly engaged in the manufacture,research development,production,marketing and sales of kitchen electrical appliances and kitchenware.Among them,the cooker field has been in the leading position in China,with obvious advantages in comprehensive production and scale.It occupies the large market share of small household appliances in the top three stably.About the competitive companies,it is facing the MeiDi in the front and the JiuYang follows closely behind.How to reform to achieve curve overtaking,seize domestic market share and become a world-class brand,Systematic research and analysis are needed to develop a route that meets the company's competitive development strategy and the actual needs.The proposal of "made in China 2025" and the mission of great national rejuvenation are all based on the strategic goal of manufacturing power.As a traditional small kitchen appliance company,it is facing with the difficulty of recruitment.With the increase of labor costs,aging population and high operating costs,the input-output profits are getting narrower and narrower.Supor company needs to make strategic adjustment that one is to better respond to the changes of market supply and demand,the other is to follow the national strategic policy and realize the going-out strategy.Currently,the kitchen small household appliance industry is basically in a state of saturation.How to achieve the competition of production quality,cost,marketing,brand and after-sale service,how to select the appropriate development strategy,and how to build the organizational culture and supporting facilities needed for the implementation of the strategy,it is a key factor for company to achieve successful strategic transformation and also the cornerstone of the industry pioneer model.Starting from the external competitive environment of company,this paper adopts PEST analysis,five forces model and Boston matrix to study and analyze the internal resources and organizational capability combined with value chain,and finds out the main problems and possible opportunities affecting the company in the development process and the market competition.Secondly,this paper adopted SWOT analysis,IFE matrix,QSPM matrix,balanced scorecard and other methods to conduct strategic and systematic analysis of the company's competitive development in the coming years.Finally,through field visits and investigations,this paper conducts surveys from the masses,relevant government departments,internal employees andsenior executives,and proposes strategies that conform to the development of company by applying the latest strategic theories related to management.The above three competitive strategies are respectively analyzed in terms of feasibility.Based on the advanced strategic theories at home and abroad,a competitive strategy combining "differentiation + cost leadership" is proposed,and the strategy of each functional department of the company is planned and explained.In order to ensure the successful implementation of the differentiated overall cost leading strategy,the methods and methods of the implementation of the strategy should be strengthened instead of being one-size-fits-all.The implementation of the strategy is an important guarantee for the development of strategic research.In view of the challenges and problems faced by Supor electric appliance company,this paper analyzed the company's core resources and competitive advantages,proposing the strategic thinking of leading differentiation cost and finally in an effort to solve the problems and make the high-speed development status. |
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