Management Of Small And Medium Private FMCG Business Strategy

As an important part of the market economy, the number of Small and medium enterprises (SMEs) accounts for the absolute amount of99%, its contribution rate to the national economy gradually improves. Whether SMEs can be healthy, stable and continuous development is an important factor that affects the entire economy. The FMCG products is closely related to the daily life of the most of people, as the largest number of enterprises operating in the fast moving consumer goods,small and medium private enterprises occupies an important position.This article takes the Strategic management of small and medium private FMCG companies as a starting point. Firstly, summarizing the characteristics of the FMCG industry, combing many aspects of the industry from competitive situation, products and distribution channels to consumer buying habits and other different points of the industry. Secondly, expounds strategic academic theory from representative views and analysis tools such as Professor Michael Porter’s five forces model, Professor Henry Mintzberg strategy craft of view, as well as known industry key success factor analysis theory and strategic management research tool. Of course these theories as below will be combined and discusses with strategic management research of small and medium-sized private companies. Thirdly, case studies. Including the case of "wang lao ji" tea and the "yuan ye" tea, as well as the case of "Jiahua flower cake" and "Mao duo li cake" which is a famous FMCG brand of Yunnan. Fourth, through data collection, data investigation, and combined experiences in the FMCG industry, the article points out the status and problems of strategic management of small and medium private FMCG industry. Finally, based on the previous chapters discussing, the article tries to discourse the small and medium private FMCG corporate strategy formation process of research from the strategic understanding of the basis of strategic management theory and three strategic core dimensions of FMCG:market, customer, and product.This paper aims to study strategic management representative schools of thought, theory, analysis core of the theory, conditions and limitations, tries to summarize relevant theory applicability for small and medium private FMCG companies. From combining some representative case studies, collecting industries related data and using the related theory, it tries to analyze the success factors.