KS Study On The Wine Market Competition Strategy Of Limited Liability Company

The KS limited company belongs to the ZX group company, which mainly sells the fine chemical products. It was established in October of 2006, because the ZX group company makes diversification strategy. The KS limited company imports the bottled wine from Australia, which was brand labeling of its own. Then it sells them in China. Because time is short, this company is not famous in wine market, so brand is very important. The main question is that this company has not clear market competitive strategy. Because of the above reasons, the author researches deeply the market competitive strategy. She attempts to make the company utilize fully its advantages and avoid competition risk.The author deeply investigates the current important wine market in the world. Firstly using the market partitioning theory and target market choice theory, she compartmentalized this market. Then adding features of the KS limited company's wine, the author makes choice to the target market. Thirdly using the five-force model, the author analyses the industry structure of this target market. The main competitors'analyses are the keystone. Fourthly using SWOT analysis method, it was found out that the KS limited company holds strengths and weakness. Opportunities and threats were found out too in the target market. Last using competition strategy theory, it is clear that the KS limited company should make market competition strategy in wine market.There are five parts:The first chapter is an introduction. It summarized the competition strategy theory. Then the significance and practical value were introduced. At the last, the author introduced the research methods and worked out this dissertation. The second chapter analyzed present situations of the wine market all over the world. It was made that the short-term competitive target market of the KS limited company in this chapter.The third chapter is the main competitors'analyses in the target market.The fourth chapter made choice to the market competition strategy and proposed some measures that focus strategy that can be put into practice.At the last, the fifth chapter is a conclusion. It emphasizes focus strategy in short-term and differential strategy in long-term.When wine sale market is heavy in the most areas of world, it still has tremendous development space in China. Along with the tariff of importing wine is low and consumers become mature, there are more and more companies which will go into this market. The KS limited company will face more and more complicated competition environment and powerful competition counterpart. At the moment, most of wine companies have low competitive capability and not clear market competitive strategy as the KS limited company. Although this dissertation solved only the strategy making of the KS limited company. It is still useful as reference to other wine companies of the same scale.