A Study On The Development Strategy Of Guangdong Wen's Food Group Corporation

Guangdong wen's food group limited corporation(Wen's group) is a large agricultural leading enterprise. Its main field is in breeding fowl and beast. The subordinate fields are food processing, bio-pharmacy, milk manufacturing. The most important problem for the group at present is to consider how to form a development strategy to make the group achieve its long-term and persistent development.This paper is based on the study of the development history of the group, the situation of the industry, the inside and outside environment faced by the group. Firstly, we analyze the dynamic change of the group's environment, the industry competing situation and the group's resource capability with SWOT model to bring forward the group's potential opportunities and threats, the strengths and weaknesses. Then we give such strategy suggestion as expanding breeding industry rapidly, quickening area distribution, increasing market possession rate, multi-operation development, finding new profit increasing point, building up the human resource and brand infection. Secondly, we analyze the development of the group's five operation with BCG matrix and point out chicken(Cashcow operation) and pork(Star operation) are the core operations of the corporation, for they have strong competition. The establishment of Wen's group development strategy encircles its core operations.We still analyze the group's multi-orientation development strategy and decide the correlative multi-orientation development strategy system. Thirdly, we have a study on the product development and marketing competition strategy, and point out to use low cost leading strategy in core operation and concentrated strategy in correlative operation. Finally, we bring forward the detailed measures of organization structure, idiographic project and control management to carry out development strategy.