A Study On The Performance Of Three Squirrels’ Strategic Transformation From The Perspective Of Value Chain

In recent years,the development of China’s casual snack food industry has begun to gain momentum with the modernization and upgrading of residents’ consumption patterns.At the same time,the penetration of the Internet in various industries has also led to the gradual development of the food e-commerce industry.However,due to the bottoming out of online traffic and the impact of the epidemic,many casual snack food companies have encountered bottlenecks in their development and have accordingly started to explore new ways of development.In the context of slowing economic growth,the once prosperous casual snack industry is facing significant changes and challenges.In order to gain a head start,casual snack food enterprises have embarked on the road of transformation,deploying transformation strategies in various value chain aspects of the enterprise.However,whether the strategic transformation has brought competitive advantages to the enterprises and how effective it is,all need to be analyzed and examined comprehensively by the enterprises.Performance evaluation is a scientific and effective means for the enterprises to make comprehensive assessment and timely adjust the strategic direction through different levels of supervision to ensure the perpetual development of the enterprises.This thesis takes Three Squirrels as the research object because it is one of the "three giants" in the casual snack industry,and its strategic transformation is somewhat representative.This thesis first briefly analyzes the background and motivation of strategic transformation,and then from the perspective of value chain,clarifies that its strategy should be shifted from a single e-commerce channel to a nut-focused,omni-channel,multi-brand development direction,and comprehensive development to strengthen the overall risk resistance.Secondly,using the method of strategy map,the strategic transformation strategies and effects from internal value chain and external value chain are evaluated and studied respectively,and the performance of Three Squirrels before and after the strategic transformation is systematically and comprehensively evaluated,and it is found that the strategic transformation has brought positive effects for Three Squirrels to a certain extent,and finally a comprehensive summary,conclusion and optimization suggestions are put forward for this thesis to address the shortcomings of the previous analysis.Through the research,this thesis concludes the following: three squirrels "nuts as the core,channel,multi-brand" strategy has a positive impact on corporate profitability,but there is a lack of synergy between online and offline,self-built factories have not yet formed a scale,the quality of products OEM is difficult to be effectively controlled,these have become a negative factor affecting revenue growth.Based on the consequences,some suggestions are made for the development of Three Squirrels: Improve the business driving model of enterprises to ensure the competitiveness and irreplaceability of core products;Extend the industrial chain,improve the supply chain system;Make full use of analytical ability,insight into consumer demand and consumption pattern;Enhance the competitive advantage of offline sales channels;Enhancing synergies between online and offline;Improve service strategy.