| With the rapid development of economy in China,its per capita income shows a continuous increase and its people are thinking highly of their life quality.In recent years,the people have raised higher requirements for food quality,so they advocate green and healthy food without additive,pollution and harm.Featured by high nutrition,low fat and mellow taste,beef has become their first choice to improve the reasonable dietary structure.However,currently,the beef can not meet the market yield demand in China,and still should be imported from abroad in a large amount for consumers.The Five-year Plan for Promoting the Production and Development of Beef Cattle and Mutton Sheep released by Ministry of Agriculture and Rural Affairs in April 2021 reveals that China’s phased goal is to maintain the self-sufficiency rate of beef and mutton at around 85% in 2035.This Plan guides the standardized development of beef cattle breeding and beef processing industries in China from a policy perspective,striving to meet market demand.Changchun Nongken Animal Husbandry Development Co.,Ltd.in this research is a startup engaged in beef cattle breeding.Its main scope of business is beef cattle breeding,slaughtering and feed processing.China is actively promoting the construction of beef cattle breeding industry to strengthen beef self-sufficiency capacity of China.Therefore,the company is expanding its business with the policy dividends.However,as the imbalance between supply and demand in the beef market gradually increases and consumers purchase beef cattle from abroad,the company will face the risk of decrease of market share.Besides such external risks and challenges,the company gradually has some internal problems,such as unclear strategic objectives and positioning,high financial pressure on enterprises,poor risk resistance,low market share of products and inefficient enterprise management.These factors directly influence its market share in beef cattle breeding industry and hinder its long-term development.In view of the current circumstance that consumer demand is changing rapidly,it is of critical importance to Changchun Nongken Animal Husbandry Development Co.,Ltd.in starting stage to grasp market opportunities in time,give full play to its current advantages and eliminate its own weaknesses.Therefore,in this paper,the development strategy of the subject-Changchun Nongken Animal Husbandry Development Co.,Ltd.is rationally planned according to the animal husbandry industry’s development characteristics and by the theoretical knowledge about enterprise strategic management.Its current development status is analyzed to find out the problems in current operation and relevant causes.This paper has the detailed analysis of macro environment of the company by PEST method,of industrial environment by Michael Porter’s Five Forces Model,and using SWOT model and QSPM matrix analysis method to assist Changchun Nongken Animal Husbandry Development Co.,Ltd.in strategic selection.Above analysis results show that the company is supposed to choose SO growth strategy,in order to increase its market share,build a green brand image,strengthen its cooperation with government and make contributions to realization of its long-term goal.To ensure the successful implementation of its SO growth strategy,four guarantee measures for human resources,financial resources,marketing system and corporate culture are made for promoting high-quality sustainable development of the company in animal husbandry and breeding industry. |
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