Study On The Competition Strategy Of The GY Mineral Water

At present,the packaged water industry in China is very promising and competitive. Statistics shows that the average profit in this industry was only 3.85% in 2015. So what the new driver is has become the focal point of great concern. Mineral water, as the most profitable and promising segment in the packaged water market, has arisen much attention. GY Company Ltd. is a small enterprise. Since its start, it has performed poorly, due to unsuccessful layout and inaccurate product positioning.In this dissertation, I adopted several analytic methods, including PEST analysis, Michael Porter's Five Forces Model and strategy group analysis, analyzed the internal factor of resources in GY and its external environment, and probed into an effective way to leveraging, to grasping opportunities and to avoiding risks. I also adopted SWOT matrix, aiming to define an alternative strategy for GY to contend. Furthermore, I made a strategic evaluation though QSPM matrix and drew a conclusion of a competitive strategy.It is a crucial period for GY to grow. I hope this dissertation can serve as a theoretical guidance to help GY overcome its difficulties and then develop. I also hope this dissertation could be a reference for China's small enterprises.