Research On The Competitive Strategy Of ZBLQ Natural Mineral Water Company

With the improvement of people’s living standards, bottled mineral water has become one of the essential supplies for each family. However, the recent sharp increase of entrants and fierce competition in the mineral water industry lead to greatly compression of the business survival. Thus, it is obvious that mineral water company need to plan the development of ideas, gain market dominance and finally achieve sustainable development under the clear guidance of competitive strategy.In this paper, the author chooses the family firm,ZBLQ natural mineral water company as the research object, the first mineral water company in Zibo City.By using a variety of knowledge gained in the MBA study and the principle of relationship from theory to practice, this article analyzes the internal and external environment, explores the development of the company’s future development strategies and solve the major issues in the development of enterprises by a variety of theoretical tools. This has a strong practical significance and provides some inspiration both for the the development of enterprises and other mineral water industry in Zibo City.This paper starts with the current national macroeconomic policies, domestic and foreign economic environment, regional control policy and development trend of the external environmental factors, points out that the development space of mineral water market in Zibo city is still large, but the present mineral water companies within the industry competition ability is generally low after a detailed analysis; Based on the overview of ZBLQ company and the research of enterprise comprehensive strength and core competitiveness, this article clarifies the development ideas and market positioning of ZBLQ company.On the basis of the analysis of the company’s internal and external environment, the article constructs practical and differential competitive strategy for the development of ZBLQ. It also advances reasonable proposals to protect the realization of enterprise’s competitive differentiation strategy,such as optimizing the product structure,integrating marketing resources, building brand image and enterprise core culture.The study take further research on the competitive strategy of enterprise based on the methods of summarizing the experience, literature research, field survey and other scientific and reasonable research methods. This paper analyzes the development of mineral water industry opportunities and challenges by the method of PEST analysis and the "Five Forces Model"; with the experience summary, questionnaire and other methods it analyzes ZBLQ internal and external resources; in the basis of analysis of internal and external environment, it uses the SWOT analysis to explore the formulation the future competitive strategy of ZBLQ.This paper has made many innovations. Firstly, this provides a strategic basis for the majority of mineral water enterprises under the increasingly tightening policy andcompetitive situation. Second,it provides a reference, for small and medium sized family enterprises, to adapt to the economic development and avoid market risks, such as ZBLQ.Third, the paper is based on the reality and more practical.