| China’s economic growth and urbanization make people’s living quality improve year by year,and their consumption habits are quietly changing.People’s acceptance of leisure food is getting higher and higher,gradually evolving into the "fourth meal".At the same time,the stable national political environment,gradually improving market economy and continuously improving technological level provide a comfortable development environment for the industry and promote the further development and innovation of the industry.The people depend on food,food to safety first.The rise of the snack food industry cannot avoid the promotion of consumer willingness to consume.The ultimate goal and primary task of food enterprises is to ensure food safety from beginning to end,without any slack.The Food Safety Law and Regulations issued by The State Council in 2019 stressed that safety issues at all stages of food raw material procurement,production,processing and sales should be strictly investigated,and behaviors that break faith and lose morality should be severely punished,which has brought great challenges to the development of the snack food industry.Q Food Company started from sunflower seed business,mainly engaged in the production of nut food in the snack food industry,after 20 years of development,has become a household name.At the same time,Q Food Company responds to the "Belt and Road" Initiative by investing in overseas factories and self-building production bases,opening up overseas market barriers and further enhancing its international visibility.However,in recent years,the snack food industry has problems such as low entry threshold,serious homogeneity,fierce market competition and frequent food safety accidents,leading to serious challenges and threats to the development of the whole industry.How to ensure product quality,seize industry opportunities and get rid of the development predicament of Q Food Company is an urgent problem to be solved.This paper uses Harvard analysis framework to study the financial statement data of Q Food Company from 2017 to 2021.In the strategic analysis,it is found that our per capita disposable income is gradually increasing,the leisure food industry has many policies to promote development,urbanization and science and technology have further broken the gap in space and time,but the industry has many competitors and strong competitiveness,and the customers’ bargaining power is strong.Q Food Company in the development of brand image,sales channels,product research and development innovation and quality has a certain advantage,opportunities and challenges;Then the accounting analysis is carried out.On the basis of identifying the main accounting policies and accounting estimates of Q Food Company,the inventory,fixed assets and accounts receivable of key accounting items are selected for comparative analysis with the peer enterprises to judge the authenticity and rationality of data processing of Q Food Company and ensure that the quality of accounting information meets the requirements.Then the financial analysis is carried out.While selecting the indicators of operation capacity,solvency,profitability and development capacity,the food safety input index is innovatively added for comparative analysis of Q Food Company and its peers,which not only expands the content of Harvard analysis framework,but also highlights the financial situation of Q Food Company in a more comprehensive way.Finally,based on the above analysis results,the case enterprise is forecasted scientifically and reasonably.Through the above analysis process,this paper finds that the leisure food industry has great development potential and opportunities,but Q Food Company has not fully seized the opportunities,and there are still some management deficiencies,such as poor inventory management,low utilization rate of funds,single products,weak anti-risk ability,inaccurate positioning of products and target groups,and food safety investment to be strengthened.As a result,the growth rate of the company’s business performance is slow.When the peer competitors are trying to catch up and seize the market share,the response force is not enough and the follow-up force is insufficient.Based on the above problems found,this paper puts forward targeted solutions,such as: Company managers should seize the advantages of the current main business,comb the law and trend of market development,enhance the sensitivity to market changes,make reasonable use of the industry tuyair,accurately position the target customers,meet the different needs of consumers,increase the investment in safety,ensure the quality of food,consolidate the brand image,and strengthen the degree of cooperation among various departments within the enterprise.Make full use of modern intelligent technology to fill the company’s management vacancy,improve the management quality,and achieve the company’s overall operating efficiency. |
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