The Research Of Development Strategy Of Hangzhou Wahaha Group Co.,LTD

With the development of social economy, a large amount of foreign capitalenterprise and domestic brand into the food and beverage With greatinfluence.Therefore, in the fierce competition in the industry environment, theenterprise must understand in industries and face strategic environment, the correctanalysis itself and competition advantage and disadvantage, through a series of change,improve their ability of development, hold the good development opportunities, getfurther development. Wahaha company after20years of rapid development, at presenthas become China’s food and beverage industry leading enterprises. This paper usesmethods and tools of strategic management, PEST＆SWOT to research the Wahahacompany development strategy.First, This paper using PEST analysis method, through to the macro environment,industry environment are discussed, that affecting the development of food andbeverage enterprises are various factors, the enterprise should be very good tounderstand their oWn faces opportunities and threats, advantage and disadvantage, toface the drinks industry the opportunity of the development and trend.Second, throughthe Wahaha company management and brand advantages, the financial capacity,production capacity, marketing management, the present situation of the research anddevelopment level for analysis, that must be through the optimization of Wahahagroup company development strategy, through ascension, based on its brand graduallydiversified, and drink to increase the international development ability, to continue todo bigger and stronger purpose.Third, according to the actual situation of the Wahahacompany, through the SWOT analysis, the enterprise internal strengths, Weaknesses,opportunities and threats for comprehensive contrast, Work out the correspondingstrategy to respond, clear Wahaha should be taken to implement market futuredevelopment strategy, to the integration strategy, after diversification strategy, theinternational development strategy of the overall strategy for the development of theWahaha change clear direction. Finally, on the basis of general direction, make astrategic implementation of the main breach, given the strategy implementation stepsand the corresponding security measures arrangement, prompted the company’sdevelopment strategy implementation.Through this study,the beverage industry enterprises, in particular a high degree of flattening the management of enterprise development strategies to develop andimprove to provide the reference basis.