Research On Competitive Strategy Of TD Company

In recent years,the position of China’s dairy industry becomes increasingly important in the national strategy.In the 14th Five-Year Plan,"milk" is first listed as an "important agricultural product that needs to ensure the safety of supply".To a certain extent,the development of the dairy industry is directly related to Chinese citizens’ health and rural revitalization.And dairy industry has become an indispensable and important industry for Healthy China Initiative and making the Chinese nation strong and prosperous.After a long-term test of time and cruel market choice,China’s dairy industry has entered a mature period of development,and presented a trend of that competition becomes increasingly intense,the degree of marketization become more deeper and industry is accelerating centralized,basically formed a coexist market pattern that has a few national dairy enterprises,many regional dairy enterprises and many local dairy enterprises.As things stand at present,the future competition will also mainly be carried out among the large enterprises.If the small and medium-sized dairy enterprises don’t have differentiated products and brand value,they will be very easy to be eliminated by the market.TD company is a local small dairy company that mainly focuses on providing consumers with natural,pure,fresh and healthy dairy products,founded in 2007 and headquartered in Jinan city,Shandong Province.The main products include low-temperature pasteurized fresh milk,low-temperature yogurt and fermented milk.TD company has won the trust of consumers in Jinan and other regions in the past ten years of development process.However,TD company still has many evolutive limitations.It is very important that TD company makes a scientific and reasonable competitive strategy to and achieve sustainable and high-quality development in the new situations and challenges.The paper took TD company as the research object,systematically analyzed the external environment of the TD company and found the opportunities and threats by using PEST analysis model,Porter’s five-force model and so on.Then paper systematically analyzed the internal environment of TD company that including resources,capabilities and value chains,pointed out the advantages and disadvantages that the enterprise faced.Paper used EFE and IFE to determine the TD company’s ability of effective response to the external and internal environment,and used QSPM to analyse the feasibility of the three competing strategies based on the SWOT analysis.The results of this paper show that TD company is more suitable for the focus strategy.In order to ensure the effective implementation of the focus strategy,paper comes up with four focusing directions that included focusing on low-temperature products,brand building,high-end customers and channel construction,and believes that the safeguard measures should be taken in five aspects:organization construction,human resources,financial management,safety control and product quality.Through this paper,I hope to provide some ideas and methods for the competitive strategy of TD company,and also hope to provide some references for the strategic selection of other small and medium-sized dairy enterprises that facing similar situations.