The Study On Tyson Xinchang Foods Co.,Ltd Differential Competative Strategy

With the development of economy, the change of people’s living style and food habits,poultry product has become to be the important animal protein source in our foodconstruction. Since the1990s, poultry product consumption keeps increasing. But dueto more and more food safety issues come out these years, and the bird flu, ourpoultry industry has been affected a lot. Threats and opportunity are always betogether, although bird flu has affected and challenged the production, consumptionand sales market of poultry industry, at the same time it comes the opportunity foroptimization and upgrading of industry, product quality, marketing and sales channel.In this critical period, the big companies in this industry are formulatingdevelopment strategies and join the competition in order to seize the market andbecome to be the leading company.In this thesis, based on the management, corporate management and corporatestrategic management, I research the outer macro environment by using PEST, withthe food laws improvement, all the food safety hazard behavior will be punished; thebehavior of produce bad quality food for reducing costs will not be accepted bycustomers. In addition, with the development of economy, improvement of peopleliving level, income increasing, the food eating attitude changing, poultryconsumption is increasing year by year. With the development of technology, manyadvanced poultry processing equipments have been manufactured, and this improvedthe productivity, and saved the company cost.After the analysis of Industry environment by using five-force model, we think forpoultry industry, there are still some small companies disturb the market by lost-costand bad quality. The competitors are seizing the market; the pork price goesdown in recent years, the customers lower the price, all of these made the big poultrycompanies have to consider their own resource and ability, cultivate their core abilityand develop the competitive strategy. Tyson Xinchang Company can share resource from Tyson headquarters and can get their support. With strong technology ability andmarketing system, reasonable financial system, strengthen the culture construction,Tyson Xinchang get the support for implementing the differential competitive strategy.Based on the resource advantage and the industry development trend, Tyson Xinchangimplement the strategy of the product difference, brand image difference, marketingdifference. In order to ensure the success of implementing the strategy, it needs tomake effort in technology innovation, human resources management innovation,annual plan, integration of brand and culture. It also needs to estimate the potentialrisks and control it well. The analysis and research is instructive for strategyimplement in Tyson Xichang. And also has reference significance for the samebusiness company.