Research On The Competitive Strategy Of M Wild Beverage Company

With the rapid growth of China’s economy, the level of people’s consumption has been improved day by day. The constant intense competition exists with the fast development in the soft drink industry. As the pursuit of nutrition and health becomes the mainstream trends of consumption, the share of juice drink is increasing in the market of soft drink. Wild fruit juice drink, which belongs to a sub-industry of juice drinks, is the product made by the fruit juice of third generation. There are rich resources of wild fruits in China, but the wild drinks market is almost blank. Therefore, it will be a large coming market for the wild drink. M Wild Beverage Company is currently the only one who has the ability of research, production and sales on wild drinks. As its flagship product, wild jujube juice, with a unique taste, high nutritional value and effects on health, produced under the international leading technology, opens the door to wild beverage market.Based on the theory of strategic management, strategic management model and a variety of strategic analysis methods, the development process, the external competitive environment and internal resources of M Wild Beverage Company’s are studied in-depth. The analysis is made completely on the opportunities and threats in the external environment, as well as the strengths and weaknesses in the internal resources. Then, it sums up the company’s capabilities and core competencies. Using of SWOT and strategy matching matrix, combining with the vision, mission and goals, it selects the focus strategy for M Company. The measures to guarantee the effective implementation of the competitive strategy are proposed at the final part of the thesis.M Wild Beverage Company is in a critical period of growth and expansion. I hope this thesis can provide a theoretical basis for the sustainable development of M Company; meanwhile, it could be the reference to select the competitive strategies, and to solve the problems during the business in Chinese small and medium enterprises.