The Research Of Competitive Strategy For Feed Additives Phytase Business Of A Company In China

Since the reform and opening up,Chinese economy has developed rapidly.Many multinational companies entered into China market.Many of them kept high growth of sales revenue and profit.The growth speed of China economic is dropped in recent years.The local companies are stronger.Foreign companies have to face to the new challenge in China.The animal nutrition business unit from A company,one of the world’s leading supplier of feed additives,dedicates to provide high quality products and sustainable solutions to the world’s growing demand for food and feed.With continuous efforts,the business achieved rapid growth since they entered the Chinese market in 1990 s.Now they become the leader in the feed additive industry in China.However,the local competitors are stronger.The competition is more and more intense.The market structure of phytase in feed industry has changed in China.The competitiveness of local phytase suppliers are enhanced.The phytase business of A company has met big challenge in China.The sales revenue and profit were declined.Therefore,how to find a suitable strategy which could meet the requirement of Chinese customer is very important.The thesis selects animal nutrition business unit from A company as the study object,and conducts research on the phytase business in feed additive industry in China.With the theoretical research and case studies of the phytase,it suggests a new competitive strategy.The thesis also uses macro and micro analysis method,and refers to many research results from the domestic and foreign studies on the competitive strategy.This thesis firstly uses PEST to analysis the external factors and studies the development and trend of feed and feed additive in China.Using Porter five competitive forces to analysis the phytase industry,which also find the current opportunities and threats.Then it analysis internal factors of A company’s phytase business.Based on the resource and factors,it finds out the strengths and weaknesses for A company.Then it proposes the new competitive strategy,which is the focus strategy.This thesis also has some suggestions for the future implementation of the new strategy,such as risk control for the focus strategy to control the risk of strategy implementation.