Development Strategy Of Kangda Feed Company

Based on an overall description of China's feedstuff industry and Heilongjiang's feedstuff industry, this article shows the process of Kangda Feedstuff Company from resplendence to decline and provides an overall analysis of success and failure.At the same time,it confirms the strategic problem concerning the history and development of Kangda Company and gives a systematical analysis on both the exterior environment and interior environment that it has been facing.The exterior aspect implies the environment the economy,society,culture,politics,law and technology.The interior aspect implies the company administrative structure,competitive power,enterprise culture and personnel resource. Using 5-power model of Michael Porter,the article particularly describes the existing competitor,the potential incomer,the supplierer,customer and substitute in the industry.With the SWOT analytical method the article summarizes not only the opportunity and threaten in exterior environment,but also the superiority and weakness in the interior environment.On the base of plotting out the strategic arrangement,it offers theoretical and practical basis for the choice of strategy in Kangda Feedstuff Company.According to analytical result,it establishes the general strategy,management strategy and function strategy. And so it sets down the development plan of short,mid and long term.Then it makes certain the specific measures from the respects of organizational structure,setting up modern enterprise management system,enterprise culture,creating core competive power by implementing name brade and personnel resource design.At last,by analysing the typical case of Kangda Company it also offers reference and consultation for the feedstuff industry, which is facing strategic confusion.