A Study On The Development Strategy Of Hunan New Wellful Holdings Co., Ltd

Hunan New Wellful Holdings Co., Ltd (New Wellful) is initiated by Hunan Cereals and Oil Import and Export Group and jointly established by Hong Kong Wufeng Limited, Macau Nanguang Cereals, Oil, and Foodstuffs Co., Ltd, China Agriculture University, and China Academy of Agricultural Science Feeds Institute. It was listed in Shanghai Stock Exchange on June 9, 2004. The company is mainly specializing in the production, import and export of pigs, supplying a number of 350,000 pigs each year to Hong Kong and Macau markets, accounting for 22.7% in their markets, thus ranking the first in domestic suppliers and establishing as the largest export-oriented agricultural enterprise in Hunan Province.Agriculture is fundamental to a country's economy. Compared to developed countries, the Chinese agricultural products are small in product categories, unstable in quality and safety and hygiene, and particularly low in product status and added-value. Under an open international market, the sustained and rapid development of Chinese agriculture depends on the development and expansion of a number of dragonhead enterprises of industrialized agriculture, which is not only an important approach to promote rural productivity development, to realize modernized agriculture, to prosper rural economy, but also is an important directive and overall mission for agricultural and countryside work in the new century. At present though New Wellful enjoys a prominent position in this sector with certain management and technological advantages, it still will face more challenges. By profound analysis on the sectoral development trend, the author believes that only strategic innovation can lead New Wellful to a realization of new development. This paper first analyzes the external environment for development of New Wellful and its strengths and weaknesses, then according to the external environment analysis and guided by the enterprise's mission and strategic objective, this paper uses SWOT analytical model of the strategic theory, five-factor analysis method, and core competitiveness theory for proposing the strategic objective and specific planning for New Wellful's development by considering its actual circumstances so as to offer theoretical basis for decision-making in the growth and expansion of the enterprise.The development strategy of New Wellful is: centered on industrialized construction of safe and high-quality pigs and meat products, based on investment and...