A Study On Developing Strategy Of Qianjiang Luxianzi Biotechnology Company

Food additive has an important function in the food industry. With the development of food industry, the application of the food additive is more and more extensive. The natural pigment, as one of the best member of the food additive, is the high-tech product, which is developed step by step in the past ten years. With the enhancement of the living level and the gradual enhancement of health consciousness, it will be the mainstream to consume healthy, safe, and multi-function food. Qianjiang Luxianzi Bio-technology Co., Ltd is specially engaged in the development, production, and sale of the natural pigment. After more than 10 years development, the company has not become strong. Through one year's development after system-reformation, the company condition has changed for the better, but still faced many questions. In the last few years, natural pigment industry has been developing rapidly, and there has been entry of new competitors, so the competition is extremely intense. How to face the challenges, fasten the opportunities and accelerate the development, become the main issues of Qianjiang Luxianzi Bio-technology Co., Ltd. Firstly, through analyzing macro-economy, technology, policy, human resource, and additive-food industrial condition and competitive factors, it discovers the threaten factors and developmental opportunities, find out the outer key factors which influence the development of the company, use "External Factor Evaluation (EFE) Matrix"to estimate the efficiency of company's reaction to the outer key factors, and use "Competitive Profile Matrix (CPM)"to analyze the company's competitive position in natural pigment industry. Meanwhile, it comprehensively analyze the inner resources and capacities, and using "Internal Factor Evaluation (IFE) Matrix"to evaluate the inner advantages and disadvantages of the company as well. Secondly, using "Grand Strategy Matrix (GSM)"to select the company's development strategies, and determine the company overall development strategy purpose. It formulates the technological development strategy, human resource strategy, marketing strategy, and finance strategy in order to implement company development strategy. Finally, the paper puts forward method and procedure for the development strategy of the Qianjiang Luxianzi Bio-technology Co., Ltd.