Domestic Small And Medium-sized Supermarket Competitive Strategies And A Typical Case Study

The competition among the retail companies of supermarket in China becoming much more fierce as China becoming one member of WTO and the retail market was opened to the foreign companies. The overseas large-scale supermarket enterprises entering into retail market in abundance, and expand to the secondary cities rapidly from the central cities in the national scope, which has formed tremendous competitive pressure to local supermarket enterprise, especially to medium and small supermarket. As a result, a large number of local supermarket enterprises have been bankrupted or drew back from this industry.Faced with the severe competitive situation of the domestic retail industry, our local supermarket enterprise, especially medium and small supermarket, how to seek their own survival and development opportunities in the slit by appropriate position, select its competitive strategy, which is the urgent problem to be solved in front of the local medium and small supermarket enterprises.The study of this paper is outspreaded in this logic way: Choose a private medium and small supermarket as the typical case, obtain more abundant first-hand information by making investigations on the spot, from which, we could understand the case enterprise in the development history, competitive strategy, actual management, etc. Then the paper analyzed and concluded the competitive strategies of the typical case in-depth based on the understanding of the competitive environment and the research results of the supermarket enterprise.Through the analysis of the supermarket industry's competitive environment and the successful experience of the local enterprises-Yunnan Minsheng Commercial Trade Co.Ltd, the paper proposed several competitive strategies, which suits the local medium and small supermarket enterprises' development. Specifically as follows: In pursuit of moderate scale of operation, take the forms such as the alliance, freedom chain, etc. to give play to the scale effect; Select site and position in the blank and chink that the large-scale supermarket leave to us; Establish strategic partnership relation with suppliers; Forms the industrious and economical enterprise culture to reduce the cost of operation; Display the medium...