Feasibility Research On Dairy For Company

Playing the significant role in food industry, even though dairy industry starts late in China, however it develops extremely fast these years. The prosperous dairy marketing in China attracts various overseas dairy producers. Meanwhile the crisis awareness among domestic dairy industry increase dramatically. On the one hand, consumer’s confidence towards domestically made dairy products has been hit because of melami ne event. On the other hand, with the vast increasing demand of newly born consumers towards import dairy products, the project launched in China free trade zone promotes import dairy transaction enormously. The purpose of this study is to research how to select enterprise’s new strategy direction under such complex changing market environment, therefore to break an innovative development route for dairy industry under traditional business mode.This study combines the method of documentation analysis, practice and theory, qualitative and qualitative analysis. We take company A’s import dairy transaction platform as the example to analyze the research towards the related questions of its project plan.Firstly this study analyzes company A’s advantage and disadvantage, opportunity and menace upon its current development status through interpreting its strategy plan, business model and E-commerce related documentation, by applying the approach of SWOT, by collecting and organizing the industrial data, we obtain the conclusion that company A should take the combination strategy with growth type and defensive type to realize the long term strategy development target. Take the company’s scale and profit concerns into consideration, based on the comparison analysis foundation of two strategy project in terms of scale, profit and risk, we demonstrate why it prefers to establish a platform instead of distributing other overseas brand. Upon the research of company A’s platform project, this research applies PEST and porter five forces analysis approach to illustrate the necessity and significance of choosing the import dairy trade development strategy. Secondly, under the premise of sufficiently study of company A’s strategic planning and business model fundamental theory, we propose specific plan, marketing pattern, revenue pattern and constructive scheme by investigating target clients as well as combining theory and practice method.Based on company A’s import dairy transaction project design, this researc h makes feasibility analysis by focusing on marketing and operation points. Via the analysis research of industry authoritative data and target clients investigation data, industry status, marketing demand and supply, competitor analysis, we apply the approach of uniting qualitative and quantitative analysis to study the project’s marketing feasibility;from the perspective of technique, economic benefit and risk to study the project’s operation feasibility, thus providing the gist for dairy transaction platform embodiment under systematic network environment in the future.E commerce business expands rapidly in recent years which influence the traditional model business very much, the import dairy transaction platform model we study is the first case in our industry. The platform gains the profit from building the bridge connecting up-down resources domestically and internationally, supplying value added service based on the target small and medium size clients. It is undeniable that company A possess favorab le marketing demand and supply condition therefore it has practical significance to integrate dairy trade resources of all countries and perfect the import dairy transaction development route. Meanwhile we expect this research can provide reference to othe r trade platform construction.