The Research On Competitive Strategy Of Potassium Sorbate Business In A Company

In recent years,due to the rapid development of the national economy and the continuous improvement of the living standards of the people,when choosing food,in addition to expressing higher requirements on the freshness,taste and flavor of food,people also tend to pay more attention to food safety,health,nutrition,the food industry is constantly adjusting and optimizing,transforming and upgrading.Many kinds of food additives play important roles in improving the "color,flavor and taste" of food,and also can improve the nutritional structure of food,prolong the shelf life of food.Among them,food preservative as a category of food additives,has been widely used in the food industry.As a comprehensive chemical enterprise,one of the main businesses of A company is the production and sale of food preservative Potassium Sorbate,which is widely used in the food industry.As the world’s leading producer and supplier of Potassium Sorbate products,it is not just facing a multitude of competitors in the existing field of chemical preservatives,at the same time,it also needs to meet the challenges of the emerging pioneers in the field of natural preservatives.Under such circumstances,It should choose an appropriate competitive strategy for the Potassium Sorbate business in A company,if it wants to defeats the rivals in the fierce competition and achieve long-term development.In this paper,the internal and external environment of the Potassium Sorbate business in A company is analyzed,studied and evaluated deeply based on the related competitive strategies by using the methods of literature review,interview investigation and questionnaire also the analysis tools of PEST analysis model,value chain analysis model,Michael Porter’s five forces model,IFE/EFE Matrix etc.Based on the above analysis,SWOT Matrix is used for further analysis.Then the QSPM Matrix is used to analyze and compare the key factors of not only the opportunities and threats,but also the advantages and disadvantages faced by the Potassium Sorbate business in A company.In the end,based on the qualitative analysis and also the quantitative analysis,the cost leadership strategy is selected as the final competitive strategy.In order to achieve the cost leadership strategy,it needs to work on the recycling economical industry chain for a long time,and also control the cost of raw materials,procurement,manufacturing,environmental cost.In order to implement the cost leadership strategy effective,the measures of organization,culture,human resource,finance,information system is proposed.Through the implementation of the cost leadership strategy,it can make the advantage of the Potassium Sorbate business in A company more and more outstanding,also the competitive ability is constantly improved.In this paper,the competitive strategies of the Potassium Sorbate business in A company is analyzed in details and then the final choice is made,hoping it can help to effectively enhance the core competences and competitive advantages of the Potassium Sorbate business in A company,and boost the business of A company.At the same time,it can also provide references for the similar fine chemical enterprises or enterprises which produce food additives and food preservatives.