Strategic Study On CP Group Diversification

The enterprise diversification is a strategy which causes the enterprise to have the profound changes, and is the common growth way after enterprise develops at a certain degree. From 90's mid of last century, CP group began its diversification developmental strategy which aims to diversify the main business risk, and make the group bigger and stronger. After 2007, CP group started to fade out its diversification industries and focus on the core business -beer business. So at first,this paper take CP group diversification as object of study and find some vital problem through attempting to analyze and estimate the diversified strategy from the three taches: diversified motivation ,strategy decision, and implemental process of the strategy, then put forward to some specific proposals for CP group's future development strategy, thus giving a reference for the decision-making managers in CP group to draw the development strategy.At first, the paper introduce the diversification and estimated the related theory, then, present the general situation of the diversified management and the business combination, anatomise the inside and outside situation, driving factor of the CP Group diversification, and its implemental process; Meanwhile, against the development of CP Group diversification, through some strategy analyzing tool as the BCG matrix, poter' five power model, core competence etc. this paper deeply analyzing and estimating the diversified strategy from the three aspects: diversified choice of the industry, the motivation of strategy decision, and implemental process of the strategy. The paper believe the CP Group exist some related problem in entering industrial choices, diversified decision and motivation, and also in supporting qualification of diversification implement, which lead to some related problem in non-alcoholic business achievement; Finally, the paper put forward purposely on the implement countermeasure of diversified strategy of CP Group, emphatically point out if CP Group want to keep competition advantage of diversification. CP group should fade out its overmany diversification industries and make the core business -beer business bigger and stronger, CP group should take biological drugs manufacture as long-term business and evaluate the feasibility of stepping into beer raw mate industry .