The Study Of Development Strategy Of The Yuan Jian Feed Enterprise

The feed industry, which is close connected with the national economy and the people's livelihood, is a great sort of integrated industry. The first feed factory of China was founded in the middle of 1960'. After 20 years' quick development China has become the second biggest country among the countries that produce feed. Yuanjian feed enterprise, which was founded in 1991, is a joint venture enterprise that specially produces feed. After 10 years of progress, Yuanjian feed enterprise has grown form a small company, which could only sell less than 10,000 tons of feed every year and was continuous to the bad for 3 years, to a large feed enterprise, which could sell about 150,000 tons of feed and gain about 300 millions of gross profit (earnings before taxies: 20 millions). Now Yuanjian enterprise is in the lead of the feed industry in Chongqing. However, since China has joined WTO and the feed industry itself has reached maturity, the feed industry is now facing such situation as flowing: heated competition, slowly increasing, badly surplus production and falling profit. It is a problem in dire need of solving that Yuanjian enterprise must find a way to keep its lead in the feed industry and keep on progressing. Therefor, this thesis chooses Yuanjian enterprise as researching object and studies its development strategy.First, the thesis analyses the common exterior situation of the enterprise such as the politics, the economy, the society and technology, using the EFE matrix to appraise the validity of the enterprise's reactivity to the exterior factors; and uses the "industry matrix analysis" to find out the opportunity and intimidation that lie in the trade competition.Second, the thesis analyses the five functions of Yujian enterprise, which are marketing, production, research, personnel matters and finance. Besides, it also analyses the five management functions, which are planning, organization, personnel using, guidance and command. Then it finds out the inner advantages and failings of the enterprise. And it uses the value chain to analyses the operation course and inner connection of the enterprise, thus it could distinguish the source of profit, and could find ways to improve value-increasing capability. And it also analyses the historically compare of the enterprise to take further steps to understand the strategic capability of Yujian enterprise.According to these analysis, and using the IFE matrix and CPM matrix to appraise the advantages, failings and status of competition strategy of the enterprise, the thesis tries to find out the core capability and the most important failings of enterprise.In the end, according to the task and middle-term and long-term aim of the feed enterprise, and using the status of strategy and SAPCE matrix, TOWS matrix and BCG matrix and also combining with the strategic choosing rules, the thesis makes certain the development strategy of the feed enterprise.According to the research and analysis, the thesis reaches a conclusion that to face the nowadays outside and inner situation, Yuanjian enterprise's progress strategy should mainly choose the strategy of strengthen style and part-concentration diversification.In the market competition the enterprise should choose the total cost leader strategy; in the aspect of marketing, the enterprise should mainly use a diversity strategy for sale channel and serve, new production researching strategy and market infiltration strategy, thus the enterprise could fully utilize the advantages of its sale net and scale to consolidate its market share and keep the lead of the feed industry.