Research On Competition Strategy Of Danone Yili Spring Trade (Shenzhen) Co., Ltd

Due to the special consumption pattern of the bottled water industry, making it regarded as the industry between fast-moving consumer goods industry and services industry. Because of its limited market capacity and consumer group, it has been ignored by academia for a long time, lead to the insufficiency of marketing research in this field.While with the development of domestic economy and the environmental deterioration,. The demand of bottled water increased over the past 30 years and has become a kind of necessities of life. At the same time, some companies of global top 500 companies joined this industry, such as Nestle and DANONE. It also including some large state-owned enterprises, such as China Resources, and many privately owned Chinese company, such as Nongfu Spring Company. The bottled water industry has become an important component of China’s economy.In order to promote the research in the field of bottled water and provide much more valuable references for the healthy development of the industry. The author take full advantage of his 8 years sales management experience in DANONE Yili Spring trade (Shenzhen) Co., LTD. (hereinafter referred to as" the Yili Company") Using this typical sample to analyze the bottled water industry. First of all, analyze the internal and external environment of Yili Company to distinguish the external opportunities and threats and identify its own strengths and weaknesses.Secondly, use the EFE and IFE matrix to further analyze the internal and external key factors, and then set up the SWOT model of Yili company base on this analysis. Thirdly, according to the result of the first two-step analysis, determine the scheme of enterprise competitive strategy, and establish the feasible competitive strategy through the QSPM;Finally, in order to make competitive strategy effectively implemented and controlled, it will make reasonable strategic safeguard measures in four aspects:the organizational structure, human resources, market operation, and technological innovation.Yili company as a company with more than 20 years development experience, has experienced the change in the ownership from the state owned to wholly foreign-owned, and witness the industry from the bud to the intense competition and now face the rise of water purifiers---the potential substitute of bottled water, and still the leading companies in this field, its business model, marketing exploitation strategy, management method and other aspects have a great reference value.The author hopes that counterparts in the industry can get some enlightenment and reference through this article.