Research On Strategy In Chongqing Pepsi-tianfu Company

In order to meet the requirement of times, enterprisers and management specialists increasingly pay more attention to strategy management. Now, China beverage industry is facing the strike from the third wave. Chongqing Pepsi-tianfu beverage limited company , which is invested by Pepsi international Beverage that is a famous beverage corporation in the world, has achieved great success with nine years' development and efforts. Even now, it is still working hard and seeking more satisfied business strategy to match up new marketing competition.The main content of this article is as follows. First, it describes background of this thesis, including four parts: introducing simply to us the development of strategy management in the history and basic principles of strategy management; starting to review development and outstanding success of Chongqing Pepsi-tianfu Company within the past nine years; outlining the present situation and future developing trend of beverage industry in domestic and international area . Second, it turns to analyze the outside environment of Chongqing Pepsi-tianfu in details by using many theories in turn such as PEST, five competition power, production life cycles and value chain, and its target is not only to find opportunities in politics, economic, technology, and social culture and also to feel threaten which results from substitute, supplier, new comer, customer and competitor of our company. Then , it begins to seek the strength and weakness of this company by analyzing resource of itself in order to seek main problems during present business operating, specially focusing on marketing promotion, cost controlling, human resource management and enterprise culture. At the same time, it concludes that the main present questions are caused by some history factors, faulty present management rules, incomplete human resource system, different leader types and weak base of enterprise culture. Third, on the base of the above said, it does strategy matching and get three strategy project to evaluate, those are stable development strategy, dense development strategy and multi-direction development strategy. Forth, it starts to do strategy evaluating by Analytic Hierarchy Process which is to evaluate three projects respectively with seven indexes. Finally, it attains the best strategy that is dense development one.Fifth, in order to perform strategy better, in view of the present situation of Pepsi-tianfu and market, some useful and particle suggestion and measure are providedwhich mainly focus on marketing competition, cost controlling, organization and culture construction.Additionally, it is an important study for me to contact theory with practice. During this course, I not only apply all management knowledge to the Pepsi-tianfu case in our true life, but also experience a whole process of strategy management and do a deep discussion on its future business strategy, including strategy analysis, strategy election, strategy evaluation and strategy performance. To the extent, it is actually very meaningful learning.