Nice Group Competition Strategy Research

NICE GROUP was built as a penultimate company listed as closed,suspended,merged and transferred in the year of 1968.Today she has become leading enterprise in China washing products industry after nearly 50 years' development and made great achievements with different strategies in different periods.However,the current NICE encountered a bottleneck in the development,development speed decreased significantly.What kind of new competitive strategy should be taken by NICE in such complicated and changeable environment is the starting point of this paper.In this paper,through the analysis of Potter's five forces model,PEST model,SWOT matrix,strategy group,strategic clock and other tools,to analyze the NICE group's internal and external environment,to diagnose the historical and current competitive strategy and to combine with the characteristics and adaptability of all kinds of competitive strategy,finally draw a conclusion that the current NICE should adopt "optimal supplier strategy" conclusion,which give full play to the advantages of enterprises,but also overcomes the disadvantages of the enterprise.Based on China's national conditions,consumption trends and the actual situation of enterprises,it is suggested to take three implementation of the measures and related safeguards like adhere to technological innovation,the ecological development and the Integrity of the quality and put forward prospects.This paper is based on the competitive strategy as the research object of NICE GROUP,but also it is a mirror for the majority of Chinese enterprises surrounded by transnational giants to grow in the fierce competition and won the due position,providing a new thinking of healthy development in chemical industry area of China.