Research On The Development Strategy Of H Company

Disposable personal income,with the rapid development of economy,has been ascended faster than before while the domestic market for cosmetics has become the second biggest of Asia and global top eighth,the price competition with simple pattern under those enterprises of producing cosmetics has transferred into the comprehensive competitions with regard to multiple forms such as the development and researching of products,producing,selling pattern,marketing arrangement,marketing channels and cultures of enterprises.Gradually the foreign transnational enterprises and international brands have brought violent impacts to the domestic brands so that always they have to make their products be competitive because of the realm of the exotic products in their marketing channels has been expended greatly.It has become a notable issue the cosmetics of domestic companies need to dispose immediately about their future development.H Company,as the researching subject of this dissertation herein,has been analyzed the macro-environment via the analyzing method of PEST while there is a comprehensive analysis to the current internal and external environment the H Company confronting with by utilizing the analyzing method of SWOT and the Michael Porter's Five Forces Model which relevant with the strategic management theory and strategic management of enterprises,also there are researches and arrangements for the future developing strategies of H Company.The appointed developing strategy in this dissertation for H Company is mainly about to have a comprehensive competition via the scheme of multiple brands;Creating the independent developing space for every individual brand via the diversity brands strategy;Confronting the channel crisis by the reasonable channel strategy;Promoting the competitiveness of products assisted by the product strategy and supplementing the construction of brands by cultivating the flagship products;Satisfying the increasing specific demands of consumers through the strategy of flexible supplying chains and improving the advantages of quality of products,as well as the cost.It could provide the pragmatic guidance and suggestions for the developing of H Company from the conclusions of the dissertation herein,as well as offering several enlightenments for the most of domestic cosmetics enterprises by strengthening themselves to be survived in the future competition.