Study Of Expansion Strategy In Small And Mid-sized Cities For A Specialist Retailer For Mothers-to-be And Babies

The thesis focuses on the analysis of the market for retailers for mothers-to-be and babies, based on the opportunity of the small and mid-sized cities in China, it is of practical significance that the thesis researches the method for the best model of the expansion strategies.The thesis discusses competitive environment of the market for specialist retailers mothers-to-be and babies, formulates the structure of the research with the STP theory, analyzes the market structure and competitive status of the enterprises with the methods of Porter's Five Forces Model, PEST analysis, SWOT analysis. We brings forward 3 models of expansion strategy, Regular Chain, Franchise Chain and Voluntary Chain, evaluates the models with the Analytic Hierarchy Process, confirms that the Regular Chain is the more suitable choice. Based on it, the thesis puts forward the implement methods in the aspects of organizational structure, organizational control and stages of the business growth.