Study On Development Strategy Of MB Liquor Company

With the rapid economic development in China,more categories have appeared in China’s liquor market.Factors such as national policies and people’ s consumption concepts of liquor products have an impact on the development of the liquor industry,and the market competition in the liquor industry has become more complex and fierce.In the face of various challenges and opportunities in the development of the industry,it is particularly important to optimize the enterprise development strategy for the liquor companies,especially the local small and medium-sized liquor enterprises.The development strategy that conforms to the actual situation of the enterprise can guide the enterprise to improve its competitive strength more comprehensively,quickly and sustainably under the severe development situation,and promote the development of the enterprise.MB Liquor Company is a local small and medium-sized liquor enterprise with a certain foundation for development that has been operating for many years.By analyzing the operation situation and environment of the enterprise,this thesis studies the reasons for the lack of motivation for the development of the enterprise and the weakening of its profitability on the basis of explaining and evaluating the current situation of the enterprise.This thesis discussed how to use the strategies to guide the operation of the enterprise and several possibilities for the future development strategies of the enterprise are proposed.This thesis first analyzed the development status of MB Liquor Company from the aspects of the company’s organizational structure,main products,financial situation,etc.,pointed out the problems existing in its current development strategy and analyzed the reasons.This thesis pointed out the problems existing in MB Liquor Company and analyzed the reasons.Second,the macro environment of MB liquor company was evaluated by PEST model,the industry environment of MB liquor company was evaluated by the Porter’s Five Forces model,and the internal environment of MB liquor company in terms of human resources,logistics and supply chain,technological innovation ability,production capacity and marketing ability was introduced and analyzed.The SWOT analysis method was used to conduct a comprehensive analysis of the enterprise.Third,this thesis put forward the principles and goals of the development strategy of MB Liquor Company,analyzed the positioning of the enterprise.The overall development strategy based on the integration strategy and diversification strategy has been formulated,supplemented by a series of functional strategies such as talent strategy,marketing strategy,brand strategy,and technology innovation strategy to form a development strategy system.Fourth,measures applied to ensure the implementation of the development strategy were proposed from the aspects of improving the level of organizational management,improving the professionalism of the marketing team,strengthening capital management,strengthening the application of Internet technology,enhancing the construction of corporate culture,and rationally using government policies.