The Research Of Ning Xia ZK Development Co.ltd.'s Development Strategy

Ningxia ZK Wolfberry Development Limited Company was established in February 1999.It is the largest private enterprise processing and selling wolfberry in China,with a registered capital of 50 million yuan.For decades,ZK has been capitalizing on the advantageous resources and committed to the cultivation,research and development,processing and sales of wolfberry.It formed the one-stop system with planting,research and development,processing and marketing included.Products are sold to 26 provinces,autonomous regions and municipalities directly under the central government and even some products are exported to some countries.This paper firstly analyzed the background and significance of this research,and introduced the current research status of relevant concepts such as “strategy” and “strategic management”.Secondly,it elaborated the strategy and relevant concepts to strategic management and the commonly used methods of enterprise strategy analysis.With an in-depth investigation and the literature of enterprise,industry research and via the pest model and porter five model as well as industrial life cycle analysis,it conducted an analysis about the external environment,industrial competitiveness and about current competitors of ZK.Through external factors evaluation matrix analysis,it came to the conclusion that the macro environment brought more opportunities than challenges to the development of ZK.The current macro environment is beneficial to ZK and the company needs to seize the opportunity to develop its industry.The analysis of internal factors in the company shows that its competitive strength is above the average level and needs to improve the technical level,strengthen the brand construction,optimize the structure of human resources and improve the company's core competitiveness.Finally,with the internal and external key factor matrix tools and SWOT matrix tools used to describe the company's development strategy and vision,this paper put forward the company's development strategy's implementation and safeguard measures.