Study On The Developmental Strategies Of A Company' Under The Retailing Environment

Along with the economic development of our country and the increase of income by the national people,the traditional consumption habits of cold drink have been changed since the 21st century.Profound changes have taken place in the ice cream industry,and it is developing very quickly.At the same time,competition becomes stronger and stronger as well.All of these showed a lot of new traits for the ice cream industry.Especially,together with the thriving of 'new retailing' in recent years,many internet corporations altered their developmental strategies and operating methods.As an ice cream producing and selling company that was created newly under this background,'A Company' has achieved the reputation for being an 'internet influencer' within just 2 years.Nevertheless,there are also quite a few problems of 'A Company' in its fast development,such as the slowing down of the sales increase,the high level of operational costs,the low level of brand loyalty,and the instability of financial resources,and it makes sense that it is essential to rethink the development strategies of 'A Company'.Firstly I cleared up the theory of 'internet influencer' and the theory of strategy,and their relative research achievements,in order to provide a basement for the later research from the people before.Secondly,I analyzed the main problems in the process of development of this company based on the environmental characteristics and the development trends of the 'new retailing'.Thirdly,I also systematically analyzed the macro-environment,industrial environment,competitive environment and internal environment in which 'A Company' has been doing business,and discovered the strengths and weaknesses,and opportunities and threats of 'A Company'.Therefore,I prompted the differentiation strategy as the main competitive one for 'A Company'..In the end,I presented the relative guarantee methods for the execution of strategies for 'A Company',namely organizational structure optimization and process reengineering.My project has a positive sense to more clearly understand the future developmental directions of the company and concentrate the resources to make it more competitive for 'A Company'.Furthermore,I hope that all of the presentation which I did in the project would be able to provide a chance to study for the other companies that also do businesses under the 'new retailing' environment.