Research On Development Strategy Of BYM Company

In recent years,the development of milk powder industry in China has attracted much attention.On the one hand,the policy of opening up two births gives more market space for this industry,on the other hand,the "registration system" of formula milk powder is washing dishes for enterprises in the milk powder market,while foreign brand milk powder has already occupied half of the Chinese milk powder market through merchants and purchasing agents.Therefore,how to get out of the predicament of local milk powder enterprises is a topic worthy of study.This paper takes BYM Company as the research subject,through the strategic research of the company's enterprise development,on the one hand,it can enrich the strategic development cases of dairy enterprises in China,on the other hand,it can also provide reference for the development of other dairy enterprises.This paper adopts the methods of literature research and on-site interviews,mainly focusing on the following contents: Firstly,this paper combs the research status of strategic management at home and abroad through literature research,including the review of enterprise strategy literature and the current research on the milk powder industry and milk powder enterprises;secondly,it deeply analyses the external environment of BYM company,using PEST.The macro-environment analysis is carried out,and the industry environment is analyzed with Porter's Five Forces Model,and the conclusion of EFE matrix analysis is 2.45 points.Thirdly,the internal environment of BYM's development is analyzed,including product series,business model,core competitiveness,business initiatives and financial index analysis,and the conclusion of IFE matrix analysis is 2.55 points.Fourthly,through SWOT score.Analyzing and forming the strategic development direction,this paper considers that BYM company is more suitable for WO strategy,belongs to V quadrant in IE matrix,and is suitable for twisting strategy.Finally,this paper sets the strategic objectives for BYM company and the strategic implementation content around marketing,operation,R&D,personnel,finance and other aspects.