| Competitive strategy of the enterprise decides the future of the company,whether the company makes the correct competitive strategy affects the survival of the company directly.Facing the fierce competition of the garment market,JNTR Garment Company must solve all the problems on competitive strategies to become stronger.So JNTR Garment Company must learn from other developed companies to promote the management level and make the right competitive strategy that is suitable for the development of the enterprise.This paper does basic summary of the relevant competitive strategy theories,introduces intensely the low-cost competitive strategy,the differential competitive strategy and the centralized competitive strategy,and describe the model of five competition analysis,PEST analysis method and SWOT method.Firstly,this research analyzes the current situation of the competitive strategy and find out some problems such as the unclear competitive strategy,the low market development efficiency,the late order delivery,and the rising operating cost.Secondly,this research analyzes the external and internal strategic environment,and then adopts the SWOT method to infer the future development of JNTR Company will mainly focus on the market of Europe,USA and Japan,the domestic garment OEM market and the domestic Internet market.Thirdly,this research describes the feasible competitive strategy and then through the comparison find out the best choice is the low-cost competitive strategy that can be achieved by the low garment brand,the following garment design,the garment outsourcing,the internet market and the strict market management.Finally,in order to push the execution of the low-cost competitive strategy,this research design the safeguard measures that includes the scale economy,the order management,the production management,the order performance management and corporate finance management.There is some reference value for the small and medium-sized company to design the competitive strategy. |
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