Senda Company's Brand Development Strategy

Under the background of the continuously new developing economy, the outstanding brand strategy is the basic guarantee for an enterprise to win in the competition. This paper starts with system theory and is based on strategic managing theory. Researching methods of information economics and consumer behavior science are widely used to clearly analyze the brand-developing strategy. Basic operating pattern and contents of brand molding and developing strategy are also clarified clearly.This paper focuses on Senda Company's brand developing strategy. First of all, it analyzes and establishes the background, conception of this brand to bring out the conception of brand strategy and basic styles. (Brand strategy refers to the method and the whole plan for achieving the brand goal to establish and persist in the brand advantage. All these are based on the environment inside and outside of the enterprise.) The first part of this paper starts with the present condition of Senda Company's brand, which includes general description, advantageous analysis, disadvantageous analysis, opportunity analysis and risk analysis of its present condition to get the overall and specific ideas about this brand. The second part further talks about the objective developing environment. It accurately describes the opportunity and challenge this brand is facing and states the internal environment, present condition and competitive pattern. Later, it draws a conclusion of the foundation of setting up Senda brand's developing strategy. The third part mainly utilises the system theory method to divide the whole system into brand strategy leading system, dominant system and supporting system during the interpreting process of the whole developing strategy system. The whole system intends to develop persistently with a scientific management model...