Research On Competitive Strategy For Exporting Of A Fruit Company In Southeast Asia Market

As we all know,China has always been a big agricultural country.Compared with other countries in the world,its exports of agricultural products are also among the top.However,with the double increase of China’s labor cost and the price of raw materials,the overall international competitiveness of China’s agricultural exports has deteriorated;In addition,with the increasing number of Chinese export enterprises,each export enterprise is facing increasing business pressure.Therefore,in this severe competitive environment,it is particularly important for an export enterprise to develop a competitive strategy suitable for its own development if it wants to survive and excel.Company A,the object of this paper,is a company mainly engaged in fruit export business.The export volume of its main product,Apple,has been in the forefront of the country for many years.The influence of Company A’s brand,both domestically and internationally,is greatly impacted by its superior customer base,autonomous factories,and dependable procurement channels.However,with the increasingly fierce competition in the industry and its own problems,Company A has also encountered unprecedented challenges.The development of its apple export business has been gradually constrained by costs,market demand and other aspects,and its hegemony in apple export has also been threatened for a time.It is urgent to improve its core competitive advantage by optimizing resource allocation or adjusting strategic planning.This paper creates a competitive strategy for Company A,combining its internal capabilities and resources to analyze external opportunities and threats,and then further enhances its comprehensive competitiveness.Beginning with the research background and importance,this paper introduces the theories,methods,and tools necessary for the research process.Afterward,the PEST analysis model and Porter’s five forces analysis are utilized to analyze the external environment,while Company A’s internal resources and abilities are appraised.To conclude,EFE and IFE tools are utilized to assess and analyze the essential components of the company’s external environment and internal resources and abilities.Subsequently,SWOT matrix analysis is utilized to acquire the combination strategy of SO,WO,ST and WT,and the QSPM matrix is then utilized to make the ultimate selection of the competitive strategy.The strategic selection’s outcomes necessitated the formulation of a plan for implementation,assurance of its execution,and evaluation technique to guarantee the successful combination of low-cost,leading competitive strategies and blue ocean strategies in Company A.The paper culminates in a synopsis and exploration of the research.Through the research of this paper,Company A can improve its competitiveness in the highly competitive industry,and then better survive.Providing reference methods for other companies in the industry,the research on Company A’s competitive strategy and the theory and method of relevant enterprises’ competitive strategies have a significant academic and practical significance.Simultaneously,it is also of great value.