| With the development of the society and the growth of people's income level,customer demand for the pork product gradually rise,the existing supply chain of pork products and retail is not very well to meet the change of the customer demand.This paper takes Competitive Strategy of ZYL Company's pork brand as a research.ZYL company is the one of the farmers' market business company in Foshan city,and has seven farmers' markets covered most parts of this city.Because of the customer demand increasingly change ZYL realized that the business model before is very difficult to meet the requirement of customer demand.In order to meet the demand change,ZYL must establish a new brand in retail,and this brand must transmit with high quality and safety.In the farmers' markets,the pork product have the largest market share,therefore,the pork product is the top choice for ZYL firm to establish the new brand in retail.The first,this paper introduces the research background,research significance and the methods of the thesis,and on this basis to find and sums up the theoretical achievement of the research in agricultural products brand,put forward the research methods and research content.The second,based on the analysis of the pork retail market environment and the competitive environment,this paper analyzes ZYL company's existing resources and capacity,get ready for the SWOT framework analysis.The third,in order to study the current customer knowledge of pork retail brands,as well as understand the market position of the pork brand of ZYL company,this paper carried on the customer investigation and analysis,summarizes the current customer demand,consumption habits and purchasing power.Finally,through the SWOT analysis framework,this paper summarizes the advantages,disadvantages,opportunities and challenges of ZYL firm.In the end,this paper conclude the strategic commitments and the goal of this company,as well as competitive strategy,and the implementation method and control measures. |
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