Case: DY Outdoor Supplies Company—Study On The Development Strategy

In recent years, the rise of China’s outdoor sports led to the vigorous development of the outdoor industry, DY is an outdoor company leading to design outdoor goods, the main agent of the United States well-known outdoor brands TFO in domestic research, development and sales. Due to the fierce competition in the industry, DY’s product market share is not up to the expected goal, DY has rich product category, but a few of them can make profitability. Although DY is alive in the market by leveraging its advantages of R&D and e-commerce channels, Its current resources and capabilities definitely are not able to construct the core competency. In this paper, the external macro environment, industry environment, outdoor competition and internal resources, capability and value chain are well analyzed to identify the opportunities and threats, strengths and weaknesses which be leveraged to analyze the strategy combination via SWOT matrix. Finally the company layer, business layer and function layer of strategic choice and the corresponding supporting scheme be proposed: Enter the professional fashion in the field of high-end via the establishment of strategic alliances with the upstream and downstream and internal venture(corporate strategy), Building a sustained profitable business model, With the brand, product and price repositioning strategy and differentiation strategy to enable sustainable profitability for DY company(business strategy), Building up value system with a competitive advantage to improve the operational efficiency of enterprises, and continuously improve the unique competitiveness for the various functional departments, keep pursuit of excellence efficiency, quality, innovation and customer service(function level strategy), through the adjustment of the organizational structure, control system and the construction of organizational culture to ensure the implementation of the strategy.