Research On Competitive Strategy Of Guangdong Coski Cleaning Product Co.,Ltd

With the development of technology and economy in human society,cleaning agents have become a necessity in people’s daily life.Cleaning agents are widely used in daily life,agriculture,industry and service industry,and occupy a certain position in the national economy.According to the classification of customer groups,the cleaning agents industry has formed three categories: civil cleaning agents,industrial cleaning agents and public facility cleaning agents.Compared with the civil cleaning agents market,the public facility cleaning agents market in China started late and is now in the stage of complete competition.Under the background of slowing down the growth rate of the industry and fierce competition in the industry,Guangdong Coski Cleaning Product Co.,Ltd(call “Coski” for short herein)must formulate a competitive strategy suitable for the company itself to obtain competitive advantages and ensure the long-term development.Based on the theories of Strategic Management and Competition Strategy,this paper starts from the problems in the environment of the cleaning product industry for public facilities and the company,analyzes the external environment of the company by using the PEST model and Porter’s five forces competition model,extracts the key factors that affect the strategic decision-making of the external environment,and constructs the External Factor Evaluation matrix(call EFE for short herein),and then analyzes the internal resources and capabilities of the company,Extract the internal key factors to build the Internal Factor Evaluation matrix(call IFE for short herein),then integrate the internal and external strategic decision-making key factors through the Strength-Weakness-Opportunity-Threats(call SWOT for short herein)to match the alternative strategy,and finally select the Focus-difference strategy as Coski’s most suitable competitive strategy according to the Quantitative Strategic Planning Matrix(call QSPM for short herein).the Focus-difference strategy is mainly to focus on the needs of hospital and commercial laundry customers,providing them suitable products and professional services,and strengthen the advantages of qualification system.The author provides support for the implementation of the company’s strategy from four aspects: strategic leadership,organizational structure,system and finance.The author promotes the implementation of the strategy through six aspects: building corporate culture,reshaping business processes,technology research and development strategies,developing products for focused industries,optimizing human resource management,and strengthening the management of qualification systems.Finally,a series of strategic control processes are adopted to ensure the smooth implementation of the strategy.The main purpose of this paper is to select a most suitable competitive strategy for Coski according to the to use the theory and tools of the Strategic Management and Competitive Strategy,take the initiative to seize opportunities and strengthen the internal advantages of the company,avoid the threats of the external environment and the company’s weaknesses to the maximum extent,expand the company’s competitive advantages,and also provide scientific research methods and ideas for the competitive strategy analysis of small and medium-sized enterprises in the cleaning products industry for public facilities.