Study On Competitive Strategy Of Jinan Jiabao Dairy Co., Ltd

Dairy Industry is a newly developing food industry after china's reform and opening-up, and it is also a basic industry for advancing the development of animal husbandry, fueling the agricultural economic growth, improving the quality of life, and building up people's health. In recent years, with the development of social economy and advancement of living standard, the consumer demand for dairy products has been increased steadily, and then Chinese dairy industry has been enjoying a favorable environment. From the early 1990s, fast growing consumer demand has attracted more and more input of capital, technology, and talents. Up to now Chinese dairy industry has been gained great achievements in the past years and become a pillar industry of whole food industry. After several years' fast growing, there is followed a low increase. For excessive investment, the increment speed of production capacity is far faster than the speed of consuming for dairy products. The contradiction of supply and demand caused by surplus capacity makes the competition fiercely. The dairy industry is in the process of restructuring.Jinan Jiabao Dairy Co., Ltd, ever listed as one of the top 10 dairy products manufacturers, not only confront the aggressive invades from super-large dairy manufacturer, but also face the emerging and chasing of small and medium sized dairy manufacturers. At the meantime, the sharply rising in price of raw material and energy keep the cost high. All above pressure makes the Jiabao Dairy' business reached a plateau and even downturn. In such a situation, how Jiabao Dairy to formulate a suitable competition strategy to reverse the declining tendency is the urgent issue that should be resolved.Starting from this background, this thesis, on the basis of analyzing the characteristics, business structure and environment of dairy industry, together with the analysis of resources and capability of Jiabao Dairy, summarizes competition advantage and disadvantage of Jiabao Dairy, and then positions the company, put forward a matching and suitable competition strategy. The thesis firstly reviews the basic theory of competition strategy. And then guided by Porter's competition strategy , applying the methods of PEST, five-forces model, KSF and SWOT, analyze the environment and resources and capacity of Jinan Jiabao Dairy Co., Ltd ,and also distinguish the weakness and strength of Jiabao Dairy. Finally it put forward a competition strategy of focus, as well the measures to carry out the strategy.