The Study Of Competitive Strategy For Print-Rite Holdings Limited

With continuing development of information technology and the great needs for modern office and living, printing equipment are increasingly popular. The market demand of cartridges, toner cartridges, carbon dust and other printing consumables which match the printing equipment devices are also rising up. The world's major manufacturers of printing equipment like Hp, Canon, Epson, Ricoh, produce printers, while also produce and sell the original consumables. Over the years, these manufacturers corner the world market and earn the huge profits from it. The aftermarket printer consumables can be said to have sprung up everywhere relying on its low price, and reliable quality, but frustrated in competition with the original supplies; nearly one billion RMB sales of printing consumables per year in the domestic market, and aftermarket printer consumables only occupy the market share of less than 10%; How to Win and expand in China, make huge profits, is that each aftermarket printer consumables companies need to address the urgent problem.Based on the literature review, depth interviews, historical review and case study methods, the thesis apply the theory of competitive strategy and corporate use of external environment analysis, competitive environment analysis, SWOT analysis to study current encountered problems of in the development of Print-Rite Holdings Limited. Finally, the thesis suggests Print-Rite Holdings Limited should make cost leadership strategy adopted in order to realize the purpose of becoming leadership in the domestic industry.The research work and achievements of the thesis are:(1)A systematic analysis of the domestic markets environment of printing consumables. First, the original consumables occupy the leading position in long-term, also the counterfeit comes up from time to time. The development of aftermarket printer consumables is very difficult between the hammer and the anvil; Second, currently there are more than 300 manufacturers in the industry itself, but of varying scale, technical level and service level, resulting in a disorder competition in the market, which hampered the development of aftermarket printer consumables enterprises; Third, without none of aftermarket printer consumables companies can compete with the original consumables. Leading enterprises do not appear in the aftermarket printer consumables industry.(2)The thesis propose that Print-Rite Holdings Limited shall adopt cost leadership strategy and gives advice from the reconstruction of the value chain, business process innovation, financial policy optimization, distribution channels, innovation, enterprise culture construction aspects. The same time the author believes that it should be flexible in the use of cost leadership strategy in current complex market environment, and do not limit to this. According to the current internal and external market environment, the thesis proposes the six supporting measures to strengthen the implementation of brand.(3)As aftermarket printer consumables industry started relatively late, which is an emerging concept, the current domestic research of the industry is very little, and there is hardly any competitive strategy of aftermarket printer consumables. This thesis studies competitive strategy of Print-Rite Holdings Limited, making up the competitive strategy of aftermarket printer consumables in China with great theoretical significance. At the same time, the study of competitive strategy for Print-Rite Holdings Limited is useful to other domestic enterprises with a reference.