Case Study And Cause Analysis Of Seed Company's Competitive Enhancement

Since the beginning of the 21^st century, our seed industry has stepped into a new era of market operation and management. Our seed industry has been growing rapidly in the last six years but it also suffered the unprecedented cold spell. For example, there are few new products of breakthrough significance though new species of seeds are springing up. The market competition is harsher than ever as the number of seed firms and agencies boom. Facing the problem of excessive inventory, shortage of fund, successive loss for years and inefficiency of scientific innovation, the seed companies are stuck in an awkward position, or in a dilemma.This article begins with the short recall of the development history of seed industry in China and a presentation of the present situation of this industry, pointing out its dilemma, the challenge and opportunities. Then eight major factors that are influencing the competitive edge of seed industry are analyzed including sources of seed species, seed production, quality seed marketing, cost control, brand management, corporate strategy and enterprise culture. After that, two cases of seed companies ----- increase of competitiveness of Shangdong Denghai Seed Company and the downturn of Sichuan Delong Zhengcheng Seed Company in the market competition-------are cited as examples to analyze the cause. Finally , six major practical approaches and methodologies are put forward to enhance the competitive edges of seed companies in respect of increasing investment , carrying on scientific innovation, promoting seed production, strengthening quality control, enhancing marketing and management, establishing brand name , intensifying cost control , accelerating cash flow, maintaining a smart mind to make correct strategy and obtaining critical competitive edge on the basis of favorable enterprise culture .