A Study On Competitive Strategy Of W Company For The Business Of Feed Additives

In recent years, with the increase of livestock product demand, the feed industry has got great progresses, which bring the rapid development of the feed additive industry. Besides, the release of a series of positive policies also makes the feed additive industry become very promising and attracts lots of enterprises to join in. As a result, market centralization will be strengthened and the market competition will be more and more severe, which present a serious challenge for small and medium-sized enterprises. Therefore, it will mean a lot if we can help small and medium-sized enterprises win a place in the fierce competition.W company is a company with the integration of R&D, production, sales for the feed additives. It is a typical representative of the industry for small and medium-sized enterprises. This paper chooses W company as an example to study competition strategy and wish that the results could provide some useful guidance for other companies in this industry.Based on the theory of competition strategy management, this paper inspects company's macro environment, industry environment and internal environment. Then, with the help of SWOT matrix, strengths, weaknesses, opportunities and threats of the company are summed up. Next, the strategic goal of the company is established and competitive strategies are put forward as well which are differentiation and alliance strategy. Finally the paper emphasizes that there are five aspects of security measures to promote effective implementation of corporate competitive strategy. Firstly, the improvement of organization need the perfection of organization management system, the construction of innovation culture and the establishment of incentive mechanism; Secondly, market research personnel, selling talents and high talent personnel are significant for the company; Thirdly, upgrading traditional strong technology and increasing innovation research in new technology is a good way to enhance technological capacity; Fourthly, the guarantee of capital chain depends on the effective financing channels and reasonable allocation of funds; Last but not least, information sharing mechanism, trust mechanism and constraint mechanism should be built to assure the installation of the strategy of alliance.