Research On Strategy Of Development Of Ground Dairy Industrycompany

As the only large-scale dairy production enterprise in Jilin province,The Ground Dairy Industry has been a household name in the province for nearly 20 years since its establishment.In 2003,The Ground Dairy Industry successfully introduced the brand into people's vision with an advertising song of " The Ground milk,completely fresh ".In 2008,it was rated as a national leading enterprise in agricultural industrialization,and in 2011,it was awarded the China famous trademark.The main products of The Ground Dairy are liquid milk and cheese,has a series of brands such as " The Ground ","Milkground","Extra Rich",etc.The company has built proprietary pasture in changchun and set up factories in Shanghai,tianjin,changchun and jilin.The sales scope of liquid milk is mainly in the three northeast provinces of China,the cheese products are usually sold to the whole country through the e-commerce platform.In recent years,the development of domestic dairy industry tends to be mature,and the market is well segmentation,dairy consumption is increasing year by year,dairy enterprises are arranged in echelon,and it is very common for the same type of products to be sold by multiple brands at the same time,and the competition is fierce.The Ground Dairy is the largest wholly-owned subsidiary of Shanghai Milkground Food Technology co.,LTD.,.It should have become the main revenue generator of the parent company,but the actual result is not optimistic.The launch of new products opened up a new dairy market segment for The Ground Dairy but the initial market investment also brought a lot of financial pressure to the enterprise.The Ground Dairy also faced the dual problems of low domestic market share of liquid milk and urgent development of solid milk market in the early stage of promotion,so this research was carried out.In the second part,the article puts forward the problems to be solved in this research,and then analyzes the internal and external environment of The Ground Dairy in the third part.First from the macro environment,the situation of the dairy industry and the competition to analyzes the external environment and competitive pressures faced,the conclusion of this part is the dairy market,especially solid milk market have the demand of the stable growth of space,at the same time,the domestic dairy producer have different strengths and a fierce competitive situation.Then from the operating conditions,the existing resources,marketing ability and core competence to analyse the internal environment of The Ground Dairy.As a nearly 20 years-old history brand,The Ground Dairy has the ability to enter the domestic market,both in terms of money,research and development and sales channels,The Ground Dairy has formed the scale and the mature system and operation mode.Next,we use SWOT to summarize the advantages and disadvantages,the opportunities and threats brought by external factors for the development of the company in the fierce competition in the dairy industry,and conclude a SWOT matrix is to clearly list the alternative strategies of The Ground Dairy.The fourth part puts forward the strategic plan suitable for the development of The Ground Dairy through the analysis,clearly puts forward the strategic goal,and designs the specific strategy implementation plan.Finally,four specific safeguard measures are put forward to ensure the smooth implementation of strategic planning.