The Research On Development Strategy Of QF Culinary Electric Corporation

As a one of special manufacturing industries, the Kitchen Appliance industry isclosely bound up to our daily life. Influenced by traditional ideology and life mode, ourKitchen Appliance industry experienced a long developing process. Currently, newgeneration has becoming the major consumer group in this market. Moreover, themarket trend of the field of Kitchen Appliance industry increase quickly accompaniedby China’s rapid development of economic, meanwhile the domestic market demandgoes up dramatically, which contains huge market opportunities.In this paper, we choose a typical company–QF Company, as a sample toanalyze its development strategy in the context of transition by combing the theoreticalanalysis and case study. Firstly, we study its current states by using the analysis tool ofPEST, figuring out the future of Kitchen Appliance industry.Secondly, this paperdiscusses the internal environment of QF Company from the perspective oforganizational structure, human resource management and marketing channel, and thenpresents the opportunity and challenge it will meet.Moreover, after using ADL matrix to discuss both the industry life cycle and firm’smarket competition power, we find that the Kitchen Appliance industry is in its growthperiod and QF Company has gain its advantage in the market. This paper proposes thatthe focused differentiation strategy should be adopted in the follow-up development. Acomprehensive decoration resources integration platform is needed to build to achievethe goal of vertical integration. Finally, we suggest QF Company should improve itsorganization structure, HR management, technology management and marketingchannel to match with its strategy, and then provide strong backing for its long-termdevelopment and obtaining sustainable competitive advantage.