Research On The Strategic Of NF Co.Ltd.

With the rapid development of economic and social,consumers’ awareness of health has been enhanced,the demand for "preventing diseases" with diet has increased.The scale of the nutritional and healthy food market has further grown.NF Company is a nutrition and health food enterprise with 36 years of operation history,integrating multiple advantages in production,research and development,channels etc.In the increasingly fierce competition environment,the originally stable market suffered encroachment,and the new product promotion was repeatedly frustrated,and the operation fell into difficulties.Based on strategic management theory and existing research results at home and abroad,this paper takes NF Company as object,using PEST model,Porter’s Five Forces model,and combines expert opinions to extract the key external opportunities and threat factors that affect the company’s development,and evaluates them with EFE matrix.The results show that: The opportunities of NF company include national policy support,consumption concept upgrade,technology application and rapid development of new retail;The threats are economic downward pressure,numerous substitutes,fierce market competition,unstable material costs,shrinking traditional sales channels;The company’s current strategy is slightly above average in exploiting opportunities and warding off threats.Using qualitative analysis method,combined with expert opinions,extracted the key internal advantages and disadvantages of the company’s development,and evaluated by IFE matrix.The results show that the company’s advantages include rich industry experience,high brand awareness,strong offline storage capacity,strong production capacity,and rich marketing channels.Disadvantages include low comprehensive quality of staff,low r&d investment,insufficient cost control ability,weak growth of food business,low market share of counties and towns;The disadvantage of the company is obvious.SWOT analysis method is used to extract several general strategies that can be selected based on various key factors.Focusing on the mission,vision and strategic objectives of the company,QSPM matrix is used to determine the overall strategy of the company as related diversification strategy and business strategy as differentiation strategy.According to the actual situation of the company,combined with the two layers of strategy matching marketing,RESEARCH and development,procurement,human resources,finance five functional strategy analysis.In this paper,the theory of strategic management is used to objectively and deeply analyze the internal and external environment of NF Company,and formulate strategies suitable for NF Company,provide paths and directions for its transformation and upgrading,for the continuous development,and provide certain reference for other nutritional and health food enterprises.