Research On DICOS Development Strategy Based On Analysis Of Market Competition

In increasingly mature market economy conditions, the foreigncompanies are pouring into, which intensified competition in a wide range ofindustries in our country. How can an enterprise keep the sustained and healthydevelopment and become bigger and stronger in the fierce market environment?It’s the problem that each enterprise is facing and the desire to achieve.As a western-style fast food brand, from1996to now, DICOS has a historyof18years. Although in recent years it has developed rapidly and has got risingawareness, compared with some constantly committed to the localization offoreign fast food enterprises, it also has the very big difference. How can itreduce the gap with the fast-food giant and pass them? How can it become thefast food industry leader? The drafting and specific implementation of thestrategy has played a decisive role in the development of the enterprise.This article starts with the analysis of DICOS development course andtrend. First of all, it analyzes the enterprise external environment. It analyzes theexternal factors affecting the development of the company from four factors—the political environment, social environment, economic environment,technology environment and five aspects—threat of current competitors, newentrants, the pressure from substitute products, the buyer’s ability and the sellerbidding ability. Second, it analyzes the enterprise inner ability from four aspects—the enterprise strategic development ability, organization ability, marketingability, research and development ability, and using the SWOT matrix analysismethod elaborates comprehensively the enterprise’s strengths, weaknesses, opportunities and challenges in the competition. Finally draft the competitionstrategy fitting the development of DICOS company—differentiation strategy.The implementation of five aspects—product differentiation, consumer groupsdifferentiation, differentiation of information system, business modeldifferentiation, customer relationship differentiation enhances the marketcompetitiveness of DICOS. And perfecting human resource managementsystem, strengthening technology and management, promoting enterpriseculture and improving the quality assurance system guarantees the smoothimplementation of the strategy. This research has a certain guiding significancefor solving the enterprise’s practical problems at present and better developmentin the future.