Research On Infant Formula Business Competitive Strategy Of F Dairy Co.,LTD

In recent years,the birth rate and total fertility rate of permanent population in China continue to decline,and the economies of scale brought by shrinking population gradually decrease.In order to improve the population structure,China began to vigorously implement the three-child policy,and the problems related to the growth of infants and young children have received more attention.As infants need adequate nutrition to ensure the normal development of their physique,intelligence and immune function,infant formula milk powder has become the most important source of nutrition for most of the children who cannot stick to breastfeeding.F Dairy Co.,LTD.(hereinafter referred to as the "Company" or the "Enterprise"),as an established dairy enterprise,is mainly engaged in the production and sales of infant formula milk powder.Its infant formula milk powder products have occupied the first place in the domestic market for many years.Although the company has the leading technology advantage in the industry,it needs to further select and implement more effective business competition strategies if it wants to further expand its market share and maintain long-term competitive advantages in the fierce market competition.This article chooses F dairy co.,LTD.‘s infant formula milk powder business as the research object,combining the theory of competitive strategy and relevant analysis tool,using the qualitative and quantitative analysis method to conduct a comprehensive analysis on the company’s internal and external environment,it is concluded that the view is the company’s external and internal resources ability with good development foundation,At the present stage,the company has gained more opportunities than threats in external competition,and the influence brought by internal advantages is stronger than disadvantages.As a whole,the company is in an upward phase of business development.However,there is no denying that the company also has certain business competitive disadvantages,such as excessive growth of marketing cost and poor anti-risk ability due to relatively single business.Secondly,based on infant formula company brand positioning and target market analysis,and respectively to the enterprise to implement low cost,comparing the feasibility of the centralized and differentiation competitive strategy,after quantitative strategic planning matrix analysis,found that F dairy co.,LTD.,infant formula milk powder business is more suitable for implementation of differentiation competitive strategy,The conclusion is drawn that the company can take product differentiation and marketing and service differentiation as the implementation path of differentiated competition strategy,and it is suggested that the company fully guarantee the promotion and implementation of business competition strategy from the aspects of organization,finance,system and so on,so that the enterprise can achieve a higher level of development.