Case Study: Competitive Strategy Of The Joyceroom

China’s retail market is becoming more competitive in the face of the rapid influx offoreign supermarkets, combination of large domestic supermarket, and a variety of retailformats of compression, of small and medium enterprises are facing a huge supermarketpressure to survive.Joyceroom is a typical small supermarket; Joyceroom supermarkets facing the survivaland development costs are low, financing ability, talent scarcity, management was notstandardized, operational capacity is weak, and many other issues. Joyceroom want to takefull advantage of its capabilities and resources to find market opportunities and gaps in thestrategy for accurate positioning in the market to develop healthily. In this paper, Joyceroomas the research object, using a case study model, combined with good concrete practice of thesupermarket run, helping the Joyceroom were selected on competitive strategy.In this paper, combined with strategic theory, supermarkets theory, have some researchresults and data; using PEST model, five forces model, value chain analysis model andSWOT analysis tool, a detailed analysis of Joyceroom. Joyceroom face internal andexternal environment analysis, the analysis of their own resources and capabilities, in-depthstudy and exploration of the Joyceroom competitive environment, with the advantages anddisadvantages and problems. Joyceroom should be made using the competitive strategy.Article that the current Joyceroom to reverse the strategy of development strategies should beadopted (WO strategies); competitive differentiation strategy by focusing strategy; focus onthe local market, the implementation of the service and image differentiation. Specificstrategic measures are: looking for real buyers; for customers looking for value differences;and supplier relationship development strategies; reasonable to carry out logistics anddistribution; respected the value of services; improve operational capability; managementstandardization; focus on computer management and information processing systemsapplications and so on.Joyceroom this by studying the best business strategy of the supermarket and strategicmeasures, better Joyceroom competition in the market to provide theoretical guidance for thedevelopment of Joyceroom seek to provide a reference.