A Supermarket Development Strategy Options And Their Implementation

Strategy is an important issue in enterprise management. Strategic decision-making can make the enterprise more proactive rather than reactively shaping the future of them. It enables enterprises to be creative and to lead the trend rather than a passive response to environmental change. Under the increasingly fierce competition, the enterprises could control their own destiny by it.This article takes the strategic choice of supermarket chain"A"which located in Zigong city as a research object. Supermarket A is a medium-sized, private-owned retail enterprise. In a short span of seven years in its development process, since the company was set up in Nov. 2000 until now, Supermarket A from a single shop of 500 square meters has now become a compound supermarket chain of 8 wholly-owned subsidiaries.It has an over 30,000 square meters marketplace, an over 5,000 square meters distribution center and more than 1,200 employees. It has over 100 million Yuan in annual sales and 30 million Yuan total assets. And it was expected within next three years that to reach 500 million Yuan in sales, base on Zigong city, radiate southern Sichuan and more than 20 shops.First of all, introduced the background, the related research results from domestic and overseas, the articles ideas and its structure and main research methods, all of these are laid the theoretical foundation for the supermarket A's strategic choice. Secondly, analysis on external environment and internal conditions of supermarket A; find out opportunities and threats from the external environment and find out the strengths and weaknesses from the internal conditions of enterprise; laid the foundation for further strategic choice for supermarket A. Again, analysis the stakeholders and value chain for supermarket A, proposed the five strategic choices for reference to the next strategic choice. Finally, made the scientific strategic choice for supermarket A - the differential and concentric strategy; that is, hold on the second and third level markets of relatively weak competitiveness, concentrate the efforts on differentiate commodity, highlight the advantages of scale and brand, encircle the cities from rural areas. In order to ensure the effective implementation of Supermarket A, the context has made a feasibility analysis for this new strategy and in conjunction with put forward a number of recommendations for the strategic implementation on the supermarket A's actual situation.This article combines theory and practice, the study conclusion has targeted to the supermarket A. It has a guideline value for the enterprise's strategic decision-making and also a reference for similar enterprises. Meanwhile, in the process of strategic implementation, some of the strategic content and features should make an adjustment with the external environment changes for sake of facing the complicated situation.