Research On Competitive Strategy Of Wuzi Green Tea Co.Ltd.

Product strategy is the decisive and overall plan for the long-term survival and continuous development of a company under the ever-changing and competitive environment. On the basis of the strategy management theory and competition strategy theory, the paper researches the competition strategy of Wuzi Green Tea Co. Ltd, by using the method of the quantitative and qualitative analysis, for the purpose of providing a scientific basis for the company's decision-making.The paper analyses and evaluates the external competition environment of Wuzi Green Tea Co. Ltd. by way of Porter model and EFE. It analyses and evaluates the internal environment of the company concerning its resources condition and core competitiveness by way of IFE, pointing out the company's strengths and weaknesses. The paper determines the company's strategy to be expansion and market targeting strategy, by way of SWOT and QSPM. Besides, the paper maintains that in order to implement this strategy, the company should work on its marketing and sale-network management, uplifting information technology application and the integration of tea culture and company cultureThe paper's research may serve as a reference to other green tea companies. It can also be as a useful consulting case for ordinary enterprises'decision—making in regard to the choice of competition strategy.