Research On The Entrepreneurial Strategy Of Xilin Gol League Teniheng Sheep Industry Co., Ltd

Lamb is an important agricultural and animal husbandry produce industry in Inner Mongolia.As the developing of people’s material living standards increased,the pursuit of high quality and safe lamb has become the common goal for consumers.State Councilor and Foreign Minister Wang Yi said at the Inner Mongolia Global Promotion Conference that it cannot be forgotten after you eat Inner Mongolia lamb.Chairman Bu Xiaolin said that Inner Mongolia’s lamb produce and quality are the best in the country,which stated in her "N" reasons to falling love with Inner Mongolia.However,the national demand for lamb consumption has increased by an average of 5% per year,which makes the lamb remains a high prices level and there is a big gap in domestic breeding and meat-packing.Therefore,the import of lamb is increasing each year,but the quality cannot be guaranteed.There is a large number of inferior quality lambs have negative impact to the market.Xilin Gol League,Inner Mongolia is the nation’s largest pure natural green lamb breeding and meat-packing processing base site.Meanwhile,the Ujimqin lamb also have a great reputation throughout the whole country.While there is no leading enterprise with lamb as their core business in Inner Mongolia region and even the whole country,and there is also no famous Chinese brand of lamb.It is still under a "small and scattered" situation in the Inner Mongolia’s high-quality lamb production and meat-packing processing industry.There is lack of scientific marketing means and methods,which lead that high-quality lamb has no corresponding with a reasonable high price,as a result it is still in the stage of competing with the low-end and inferior lamb.This paper takes Inner Mongolia TeNiheng Lamb Co.,Ltd.(hereinafter referred to as TeNiheng Lamb)as the main research object.The following report will start from the background of the establishment of the TeNiheng Lamb,the analysis of the development trend of the Chinese lamb industry,and the competition analysis of the TeNiheng Lamb,followed with an in-depth research and analysis of their strategic management choices,and the strategic operational measures.By using management SWOT analysis method,marketing research and tracking research tools,this report will make a comprehensive analysis of the lamb industry processing,consumption and marketing problems in China,Inner Mongolia and Xilin Gol League,in order to recommend a further development strategy for the TeNiheng Lamb.Thus,the report will conclude by discuss how to develop a best lamb brand as TeNiheng Lamb in China,which would indicate the best quality products,the best brand reputation,the best service and the clearest display.