The Research On Developing Strategy Of Hong Kong Li&fung Group Company

The basic properties of corporate strategy are to compete in the competition for customers, to ensure that the enterprise market appeal on products and services, so that enterprises in a relatively favorable position is the strategic design of the main goals. Faced with increasingly complex and changing environment, the modern enterprise's strategic decisions must be sensitive and accurate grasp of the direction of changes in the environment, nature and its impact on the industry and the business may impact the effective use of available resources, the established strategy for timely necessary adjustments to seize opportunities and avoid risks, to ensure that companies compete in a relatively favorable position.This is mainly through internal and external environment of the Li & Fung Group, on the basis of the analysis, to extract the effective operation and management experience, strategic management model for the formation, give full play to their strengths, integrate various internal resources to achieve formed the core competitiveness of enterprises to continue to seize market opportunities and the purpose of increasing efficiency, in order to fully grasp the direction, capture the market initiative. At the same time, but also for China's large state-owned foreign trade enterprises to improve business models play a "initiate" role.PEST analysis and the environment through the "five forces model" competition factor analysis, and industry growth and status quo analysis, business and industry in which the macro to scan the external environment, identify opportunities and threats; through the internal conditions of analysis to identify business advantages and weaknesses; through the SWOT analysis strategic analysis and action matrix, develop a company's overall development strategy and the basic competitive strategy, which Li & Fung Group should be established "to the main horizontal integration to related diversification development, collaborative development and international development, "the overall development strategy, and that" differences in strategy-based, cost-leadership strategy, supplemented by "the basic competitive strategy, this strategy after the decomposition of the functions of the strategy, the formation of the business, operations, information, human resources for more strategic deployment. Finally, to ensure the smooth implementation of the strategy, corporate strategy and puts forward the implementation of specific safeguards.