Research On Vantage’s Competitive Strategy

The growth of China’s kitchen appliance industry brings both opportunities and challenges to Vantage,which is active in the kitchen and bathroom market.On the one hand,foreign-invested household appliance giants such as Electrolux and Siemens entered the Chinese kitchen appliance market to divide cakes.Later,local home appliance brands such as Haier,Gree,Midea and others entered the kitchen appliance industry.With their strong brand advantages and resource advantages,It also has a certain market share in the kitchen appliance market.On the other hand,for Vantage,in addition to dealing with the low price war of small and medium kitchen brands,the biggest competitors are the three brands of Fangtai,boss,and Shuaikang.Under the dual pressure of international giants and local brands,how should Vantage continue to maintain the top three rankings in the kitchen appliance industry and sprint the double tens of billions target in the fierce competition in the kitchen appliance industry,while increasing the international market share is the current face of the company.A major test.Based on the internal and external environment of Vantage,this article uses the theory and methods of strategic management to deeply study Vantage’s competitive strategy in the kitchen appliance industry.Using the PEST analysis method and Porter’s five-force model,the macro environment,industrial environment and competitors faced by Vantage are analyzed in detail.At the same time,the internal environment assessment is used to deeply analyze Vantage’s internal resources and competitiveness.On this basis,the SWOT analysis tool was used to formulate alternative competitive strategy plans,and the qualitative analysis was used to determine Vantage’s competitive strategy-differentiation strategy.It also puts forward specific suggestions for the implementation of the strategy,and also puts forward the potential risks of the strategy in the implementation process,and related countermeasures: increase market share,increase R & D and innovation advantages,strengthen human resources strategic management,and expand sales channels Improve after-sales service,strengthen brand publicity,and strengthen enterprise basic management.As a typical enterprise in the kitchen appliance industry,Vantage is facing more and more severe competition.It is hoped that through this analysis of Vantage’s competitive strategy,Vantage can maintain its continuous competitiveness in the kitchen appliance industry and continue to maintain it in the kitchen appliance market.The position of the industry leader,and the ability to pass all the way will also shine on the world stage.