The Research Of The TUZAMA Children's Garments Company's Competitive Strategy

With the quick development of the economy in China, the consumption level of the people in China is also improved quickly. As a result, Chinese people have more and more requirements for the clothes especially the children's garments. After the participation of China in the WTO, the children's clothing industry faces with more challenges and also more opportunities under the new environment. Take TUZAMA children's clothing corporation as an example, the research develops the competitive strategy of it based on the relevant strategic management theory and the competition model, in order to help the development of TUZAMA children's clothing corporation in the future.The research first overviews the basic theories and takes advantage of PEST model to analyze the external macroscopic environment that TUZAMA Company of Children's Garments faces with, and explores Porter's Five Forces Model to analyze the competitive environment of the children's clothing industry. What is more, the author analyzes the company's internal environment from the following perspectives:the organizational structure, the resources of the company, the marketing ability and the core competitiveness. Then the paper takes advantage of SWOT analysis to carry out the combinatory analysis for the opportunities and threats faced by TUZAMA Company of Children's Garments and the internal strengths and weaknesses. On the basis of the analysis, the author determines the competitive strategy of TUZAMA Company of Children's Garments. In order to implement the good competitive strategy, TUZAMA Company of Children's Garments should continue maintaining the quality and market reputation of the children's garments. What is more, the company is able to take advantage of the image propaganda, advertising propaganda and the exhibition propaganda to help the implementation of the competitive strategy adopted by TUZAMA Company of Children's Garments. In addition, TUZAMA Company of Children's Garments should do the following things well in order to guarantee the implementation of the competitive strategy:employ the brand competition strategy, optimize the company's organizational structure and integrate the company's human resources, improve the products' quality and constantly carry out the product innovation, improve the supply chain management, and build the learning organization.