Research On W Company China Hydrocolloid Market Expansion Strategy

After Hydrocolloid break through $7 billion in the world market since 2017,China became the most important market,as a hydrophilic colloid has firmly in the world.Meanwhile,along with the years of growth,the scale of production and sales in 2019 reached more than $8 billion.However,affected by factors such as macroeconomic and policy in our country in 2018,total hydrocolloid volume declined for the first time since 1990.Due to the enormous production base,the momentum switch from rapid growth to chronic,domestic market competition is more brutal;any enterprises must seek new markets and opportunities.Food additives,hydrocolloid industry is still one of the most promising market of whole China.Multinational companies of food raw materials and food additives,will re-scope all aspects of the value chain,such as production,procurement and research and development.Various large enterprises have been accelerating the layout and development of overseas markets.As one of the world’s five largest hydrophilic colloid groups,W company always adheres to the principle of "Deliver customer commitment experience and better support global food ",and has the strength and opportunity to explore the all regional market.According to W company planning,during the period of "much starker choices-and graver consequences-in" will focus on key industries;key customers,core products,such as planning.Potential of China investment for China’s market,the new factory in shandong into the model,then using the matrix.Meanwhile it is an important component of the strategic layout,and implementation group plans to establish the Chinese market for overseas market development models.In this context,in this paper,the study on system analysis W company to expand the Chinese market.The momentum switch from rapid growth to chronic,domestic market competition is more brutal;any enterprises must seek new markets and opportunities.food additives,hydrocolloid industry is still one of the most promising sectors in China.Multinational companies of food raw materials and food additives,will re-scope all aspects of the value chain,such as production;Through SWOT analysis it is concluded that the Chinese market to expand SO strategic positioning,and contrast overseas market entry mode decision factors,determine the productive investment for China’s market,the new factory in shandong into the model,then using the matrix analysis,Suggestions W company adopt market expansion strategy in the Chinese market,and formulate the corresponding strategy implementation important component of the strategic layout,and implementation group plans to establish the Chinese market for foreign market exploitation matrix.