By-health Company Limited

In recent years, the market for dietary nutritional supplements is expanding rapidly in China but still with serious product homogeneity competition, industry trust crisis and food-safety scandals etc. For one thing, the international brands are entering continuously with certain market shares. For another, the local brands are also emerging constantly. As an important health-care product enterprise, BY-HEALTH has realized that the consumer demand has transformed from the price orientation to the quality, efficacy, brand and service with the improved living standard and increasingly mature consumption consciousness. According to the changing market environment as well as its own development, BY-HEALTH adjusted the development direction timely and then stood out from the various health-care product brands to become the leading “market share” and “brand reputation” in the traditional marketing mode.This paper combed the theories related to the enterprise strategy systematically to form the analysis framework and then conducted detailed researches by combining the practical situation of BY-HEALTH. This paper firstly introduced its basic condition and characteristics and then analyzed its opportunities and challenges comprehensively by applying the Michael Porter’s Five Forces Model, External Factor Evaluation Matrix and PEST analysis etc. Next, this paper analyzed its advantages and disadvantages systematically by using Internal Factor Evaluation Matrix and Resource-based Model. Finally, this paper conducted SWOT analysis on BY-HEALTH to determine its enterprise strategy through strategic Position and Action Evaluation Matrix and then put forward the implementation plan and safeguard measures concerning the product, brand and service differentiation to achieve the coupling between the enterprise strategy and enterprise development. This research will provide useful reference to improve the competitiveness of BY-HEALTH and also offer valuable experience for the development of health-care product enterprises in China.