Research On Competitive Strategy Of Taishan ABC Tea Co.,Ltd.

Mount Taishan ABC Tea Industry Co.,Ltd.,located at the west foot of Mount Taishan Mountain,was founded in 2012.In the early stage,it focused on the high-end customer groups in Tai’an and Jinan by concentrating its advantageous resources to produce high-end high-quality products only by picking one bud and one leaf,and achieved certain development by adopting the centralized strategy.However,with the change of target customer demand,the rising cost of tea,and the intensification of local homogeneous competition,the original core customer group was impacted and revenue decreased,How to break through low-level competition and achieve high-quality sustainable development has become the primary issue faced by enterprises.This article first uses PEST analysis,Porter’s Five Forces model,and value chain analysis to analyze the internal and external environment of tea enterprises.Then,combined with specific measures of the current strategy,it analyzes the discomfort of its current strategy.Based on SWOT analysis,it comprehensively grasps the opportunities and threats in the external environment of tea enterprises,as well as the strengths and weaknesses in the internal environment,and summarizes its own development direction,Then,the quantitative and qualitative analysis of the three competitive strategies that can be selected is carried out,and the most suitable strategy for Mount Taishan ABC Tea Co.,Ltd.is the differentiated competitive strategy.Finally,to ensure the smooth implementation of the new strategy of the tea enterprise,protective measures are proposed from five aspects: breaking through obstacles to change,fund management,human resource construction,technology empowerment guarantee,and corporate culture construction.Through this study,on the one hand,Mount Taishan ABC Tea Industry Co.,Ltd.strives to maintain its advantages in the current market competition and achieve long-term sustainable development,on the other hand,it has a strong reference for the transformation and re selection of competitive strategies of the same type of tea enterprises.At the same time,it enriches the relevant theories of the competitive strategy of tea enterprises and provides a certain theoretical reference for the research on the competitive strategy system of northern tea enterprises in the current context.