The Research On Development Strategy Of Changsha Mother And Baby Goods Chain Company

Changsha Mother and Baby Goods Company is a retail-oriented company which focuses on goods for mothers and babies who are0to6years old. The company now owns9chain stores, with annual sales of more than3,000million after4years" development. On the process of development in the company encountered many problems:how to obtain the different competitive advantages? How to achieve the rapid development of cross-regional? How to determine the company’s profit model? How to solve the problem of financing? And so on. This paper aims to systematic, comprehensive analysis, in order to provide a reference to answer these questions.This thesis tries to probe into the choice of developing strategy of this company for the perspective of corporate development. First, this thesis will use PEST and Potter’five competitive forces competition model to analyze the market environment and competition in mother and baby goods retail market. And at the same time, this thesis also investigates into national macro environment and the development trend in the industry as well as the status of competitors. Next, this thesis clarifies the company’s strengths and weakness, core resources and competitive strength from the perspectives of resources and edges. And at the same time, it also does research on the characteristics of customers and the profit of current business and forms a SWOT table and a GE matrix graph from the angles of consumer behavior and current business.On the basis of above analysis, this thesis proposed3feasible strategies:1st, the company should base in Hunan and develop into the market of prefecture-level besides Changsha. Then, with many distributor stores opening in a region, it is hopefully that the company will have scale effect and finally set up a brand image.2nd, the company should develop E-business at the same with real stores.3rd, the company should develop the distributor chain stores to keep up with and finally succeed in the competition with competitors. The company has two choices in its development. It can develop its own brand and become an OEM producer who focuses on products design, brand and sales. Second, it can also become a whole seller who becomes the agent and franchiser for many more mother and baby goods. In this case, the company could be a provider for other retailers or distributors. For cooperative purpose, the company could also cooperate with service organizations in the industry in the field of training, early teaching of babies, photographing etc. The thesis also put forward some suggestion about the business mode, profit-making products, development of core strength as well as building and maintaining the brand assets.