Research On WH Co., Ltd.'s Kitchen And Bathroom Market Competition Strategy

Along with the rapid growth of the national economy and the continuous improvement of people’s living standard,the competition of bathroom &kitchen market becomes increasingly fierce in China,the bathroom & kitchen manufacturing enterprises need to review their own development strategies.The strategic management with complete systemically not only help the enterprises to understand changes in the internal and external environment of the industry,but also take it as breakthrough point to help enterprises formulate reasonable development targets and strategic plans,in order to integrate the elements of enterprise’s resources,to optimize the allocation of enterprises resource,enhance core competitiveness,to achieve sustainable development.This paper takes WH company,s bathroom & kitchen market as the object of research,conducted systematic analysis in politics,economy,society and technology for the company by uses of PEST method;and analyzed industry environment factors which the company belongs to by adopt “Five forces model”of Porter;through the comprehensive analysis of internal and external environment,and with the help of SWOT analysis tools to determine the enterprise’s development direction,strategic targets,and matches relevant competitive strategies,proposed safeguard measures of the competition strategy implementation.In accordance with the research,regarding external environment,the advantages of WH company are rapid development of urbanization,transfer and upgrading of consumer demands,technological innovation and other factors to promote the increase of bathroom & kitchen industry,and threatens such as lack of price competition,rapid changes of technology;regarding internal environment,the advantages of WH company are perfect organization system,good financial ability and focus on large-scale manufacturing,and threatens such as lack of informatization,incomplete structure of human resource etc..Through SWOT method for strategy match,WH company should adopt strategies of cost leading and differentiation.In order to ensure the implementation of strategies,measures should be taken by WH company to strengthen the support of human resources,improve the organizational support,and strengthen the brand support basis to promote the sustainable development of bathroom & kitchen market industry.