The Liaoning JL Swimwear Co.,Ltd Competitive Strategy Study

Liaoning JL Swimsuit(Group)Co.Ltd is a large-scale Sino foreign joint ventures in the production and sale of swimwear products.As the backward in swimwear industry,it can quickly grew into a leading enterprise of Liaoning swimwear industry,is derived from its unique formulation for the competitiveness of high strategic and overall competition strategy of development.Due to the overall demand for international swimwear market has declined each year since the financial crisis,the company began to carry out business transformation and transfer market,the target market from foreign to domestic,vigorously develop the domestic market,and the introduction of e-commerce services,accelerate the transformation and upgrading of enterprises.The company in the face of the domestic market competition and disorderly situation,how to make enterprises get out of difficulties and talent showing itself in the competition,is a very serious problem now facing companies.This paper first on the silver as the fundamental condition of the company were reviewed in this paper,and then with the aid of the PEST analysis,SWOT analysis,five forces model analysis to the company of Potter,the macro environment,industry competition and internal conditions were analyzed and evaluated.According to the above analysis,JL company is facing the domestic market gradually,swimwear industry supporting continuous improvement and upgrading of local government continue to create favorable factors swimwear industry business card etc.In the meantime,the company is also facing the economic environment,the competition of the domestic market fierce,big price war and other aspects of the threat.The company in the internal conditions with the size,R&D,a certain brand advantages,at the same time,the company also has the domestic market share is low.By using SWOT analysis method,the conclusion that JL company is large in scale,complete equipment,strong brand building ability and product R&D capability advantage.Through the SWOT to the enterprise internal and external environment analysis to the choice of cost leadership strategy,differentiation strategy and the competition strategy for the enterprise,determine the location of the enterprise products,and set a goal of enterprise competitive strategy,and then proposed the implementation of measures leading and differentiation strategy,total cost of fertilizer.In the premise of implementation of competitive strategy and put forward the competition strategy,by strengthening the construction of internal control system,strengthen the construction of enterprise human resources system to strengthen enterprise cost management,strengthen enterprise brand construction,strengthen the construction of product design innovation and strengthen the building of enterprise culture in the several measures to safeguard the competition strategy can accurately and effectively implement.This kind of competition strategy and its making process,both for the JL company,but also for other domestic enterprises are swimsuit,can be used for reference.