Research On Competitive Strategy Of LS Company

Since the 19th National Congress of the Communist Party of China,China’s economy has entered a new normal,shifting from high-speed growth to high-quality development.With the deepening of the globalized economy and the deepening of the integration of the Internet and traditional industries,traditional agricultural product processing has ushered in a new market pattern.Flour is one of the main edible agricultural products.my country is also a big country in flour production and consumption.The rapid development of the market has brought opportunities to the industry,but also caused many problems.In order to improve the competitiveness of enterprises,major flour processing enterprises attach great importance to seeking a competitive strategy in line with their own development,in order to occupy a favorable position in the fierce market environment.As the top ten flour processing enterprises in China,LS company has a large scale and relatively mature technology.However,in order to maintain a market position in the increasingly complex market environment and further develop the domestic market,LS must clearly grasp its own advantages and disadvantages,rationally design a competitive strategy for enterprise development,and strive to gain more markets in the complex market environment.share and profit margins.This paper first introduces the research background and research significance,and expounds the research ideas,research methods,research contents and main innovation points.Based on relevant theoretical knowledge and literature,we clearly grasp the theoretical basis,strategy type and analysis method of enterprise strategy.From the basic perspective of competitive strategy theory,the internal and external environment of LS company is sorted out.Combined with the understanding of the current situation of LS company and the analysis of PEST model,industry competition structure and main competitors,quantify the opportunities faced by the company:national policies strongly support the flour processing industry,huge market prospects provide opportunities for enterprise development,the rapid development of network marketing promotes new marketing methods,the sustained and stable development of domestic economy and the improvement of people’s income;Threat of the company:the fluctuation of the macro external environment brings a lot of uncertainty to the development of the industry.The large fluctuation of raw material prices is easy to lead to market risks,changes in the competition pattern,high peer competition pressure,high product homogeneity and high pressure on environmental protection;Through the research on the company’s internal resources and capabilities,analyze the company’s value chain and quantify the advantages and disadvantages of the company.The advantages of the enterprise include:superior geographical location,large production scale,good brand image,relatively stable management team,advanced production technology and continuous improvement of scientific research ability;The disadvantages of enterprises are:insufficient marketing innovation ability,lack of advanced management ability,lack of highly skilled talents and weak corporate culture construction.Based on the analysis of internal and external environment,SWOT analysis is carried out for LS company.Based on the basic principles of competitive strategy formulation,this thesis analyzes the feasibility of three competitive strategies.After QSPM quantitative and qualitative analysis,it determines differentiation as the company’s own competitive strategy,and discusses the implementation of LS company’s competitive strategy.In terms of the implementation of specific measures of competitive strategy,LS company carries out differentiation strategy based on brand construction,service differentiation and marketing differentiation,and completes the guarantee activities of corporate culture construction,human resources optimization management and so on based on the landing needs of differentiation strategy.It is hoped that this study can help LS company obtain good competitive advantage in the new competitive environment,improve production efficiency and product technology,and help the enterprise transformation and upgrading.