Grain Surface Industry Enterprise Competitive Strategy Research

This thesis is to study the competitive strategy to the flour industry ofChina National Cereals, Oils, & Foodstuffs Corp.The Flour Division (be called "COFCO Flour Industry") is a part ofCOFCO International (Beijing), one of COFCO's five major business groups.The Division is responsible for strategic planning for COFCO's flour businessand for management of flour enterprises set up and controlled by COFCO.There are eight flour mills under the under the COFCO Flour Industry. Theeight mills have a combined processing capacity of 1.3 million tons annuallyand combined production capacity of 1 million tons of flour, the highest in thecountry. COFCO is currently the country's largest flour processing group.Seriously changed in the flour line surroundings, COFCO FlourIndustry is confronted with the threat and opportunity concerning economy,population, legislation, technology and other factors. It is the basis andultimate guarantee to map out the right and suitable competitive strategy inthe flour line competition.Based on marketing research and collecting information of the flourline, firstly, this paper analyzes the outside environment systemically with thetheories of strategy management, point out the threat and opportunity that theenterprise will face. Analyzing the interior resources of COFCO FlourIndustry, then, find out the advantages and weaknesses. According to theanalysis results, finally, this paper selects the primary strategy and reevaluatesthe existing one by establishing the SWOT matrix. It also puts forward theimplement measures.This paper will take a significance role to COFCO Flour Industry inaspect of competitive strategy and corporation development. The conclusionof this article also will be a guideline for the other flour company.