Company Y Microfinance Competition Strategy Study Case

21st, the microfinance business began to try and promote micro credit, with the maturemarket in our country, to plays an important role in promoting the market economicdevelopment. On the one hand, the microfinance business company can provide financialsupport for individuals, Small and micro businesses of the economic crisis, to help them getrid of the problem of shortage of funds; on the other hand, the business can be used as animportant source of state revenue. However, with the development of micro credit business,the market similar financial enterprises continuously increase, each enterprise on themicrofinance business unique advantages to improve the market competitiveness. In the fiercemarket competition, the micro credit as the main business, to the individual as the main object,borrowing Small and micro businesses for strategic decision-making aided loan object offinancial enterprises can coordinate with development planning and business environment ofthe enterprises which will determine the competitiveness of enterprises.This article from the whole competition environment analysis of Y company, thebackground in the Shenzhen market, develop strategies according to enterprise’s location andadvantages, build a and enterprises need to coordinate the competition system, guarantee thesustainable development of enterprises. In the market economy today, there have been moreand more competitors to join, Y also challenged from various aspects. The current crisis, howto improve their market competitiveness, to determine the overall competitive strategy iscritical to Y company. In this paper, using Potter’s five forces model analysis from thesuppliers, buyers and new competitors in several aspects, and then analyzes the microfinanceindustry facing opportunities and threats, opportunities are government support, economicgrowth can substitute less threatening and strong customer groups; threats include postmanagement, risk control peer competition intensified, the Internet financial.The resources and advantages of Y Company is analyzed from the satisfying services,the moderate loan rate, personalized loan products, diversified load products, various forms,and flexible repayment forms. Quantitative analysis is conducted in terms of the capabilityand core competitiveness of Y Company. In the end the advantages and disadvantages of YCompany are analyzed. The advantages mainly include the products of micro credit, thebusiness development capability, and resources of clients. The disadvantages include thecompetition from local banks, the talents reserve, the rate of bad account, and the marketpromotion. Through SWOT, the strategic choice for Y Company is generated, which serves as theguarantee for the implementation of the competitive strategy from marketing functions, riskcontrol function, and human resource function. Hopefully, this will provide reference for YCompany and other companies in the industry. In view of this, the author takes Y Company asthe research subject, and the microfinance business competitive strategy as the research object,analyzes the problems existing in the development of enterprise business.