Research On The Development Strategy Of CCGB Co.,Ltd.

Since the 1990s,consumers have paid more and more attention to the concept of "Natural & Health".Natural extract products have attracted attention due to their safety,greenness and health.The plant extraction industry has developed rapidly under the background of healthy consumption.Since its establishment in 2000,CCGB has always focused on the plant extraction industry.Adhering to the "cost leadership" strategy,through technological innovation,continuous improvement of processes,and steady expansion of production capacity,it has established a competitive advantage in large-scale and low-cost manufacturing,and the production and sales of capsanthin,lutein,and capsicum essence are ranked first in the world.It has embarked on a unique development path in the plant extraction industry.However,with the changes of domestic and foreign political and economic environment,social development and the arrival of a new round of scientific and technological revolution,CCGB must identify its own development direction based on the current reality and plan a development path suitable for the next ten to fifteen years.This paper takes CCGB Co.,Ltd.as the research object.First,analyze the macro environment from the four aspects of politics,economy,society and technology by applying the PEST method,analyze the company’s industry environment using the "Five Forces Model",identify opportunities and challenges,and use the EFE matrix method to evaluate external factors.Secondly,analyze its internal resources(corporate culture,human resources,R&D resources)and core capabilities(innovation capabilities,technical capabilities,operational management capabilities),and use the IFE matrix method to evaluate and define the company’s strengths and weaknesses.Apply SWOT method to analyze the internal and external factors,from which development opportunities and risks can be obtained.Based on the above analysis conclusions,plan the strategic positioning and strategic goals of CCGB,and establish specific implementation strategies for the business and functional layers.Finally,the "three-pillar" strategic model of CCGB is extracted,the risk of strategy implementation is analyzed,and corresponding development suggestions are given.Through the above research,it can help the planning and implementation of the company’s development strategy and can also provide a reference for the strategic planning and strategy implementation process of the same type of enterprises.