ADL Company Competitive Strategy Research

China's beverage industry has gradually developed since the reform and opening up.After 30 years of development,it has ushered in a period of rapid development.Nowadays,the history of the domestic beverage market can be divided into many waves of great changes:the first time occurred in the 20th century.In the 1980s,the two major cola giants in North America,the wave of carbonated beverages dominated by Pepsi and Coca-Cola,and the second in the 1990s,the bottled "pure water" wave represented by Wahaha and Nongfu Spring.It was followed by tea drinks represented by Master Kong and Unity in the late 1990s.After entering the 21st century,juice drinks opened a new voyage in the beverage industry,and juice and tea beverages became the leading industries in the beverage market,and they were at the forefront of the market.A fruit juice drink is a juice product obtained by physically processing various fresh or chilled fruits,such as a pressed juice,and generally refers to a juice or a mixed juice type beverage.Fruit juice beverages are rich in vitamins and dietary fiber,as well as a variety of minerals and trace elements,which are nutritious and healthy drinks.It is an important component of fast-moving foods.It is not only easy to carry,but also good for nutrition.It is a favorite drink for consumers,especially teenagers.In 2016,China's juice industry's profit reached 144.51 billion yuan,and market revenue occupied the first place in the soft drink industry.With the rapid development of the economy,the trend of globalization of economic trade has become more and more obvious.The development of the domestic juice beverage market is also in the late stage of development.Many large and small manufacturers have emerged,and the competition has become increasingly fierce.The market share of the top four brands in the juice industry,such as Coca-Cola,Master Kong,Uni-Presence and Pepsi,has reached nearly 80%,and the concentration of the industry is very high.ADL is currently the leading company in the beverage industry in China,and its brand is the first in China's juice brand.However,with the further fierce competition in the juice industry and the backwardness of ADL's competitive strategy,ADL's position has been presented.The decline trend,this decline is extremely significant in the financial pressure of ADL.This paper first describes the concept and theory of related strategies.Try to clarify the current situation of ADL based on its external and internal environment.After excavated ADL company strategy based on the present situation of the existing problems,and then a detailed analysis of the SWOT analysis matrix,thus laying a part of the ADL company competition strategy theory,then based on ADL company SWOT analysis to analyze the feasibility of ADL progress the company eventually based on feasibility analysis established the ADL company based on the differential competitive strategy,this article is based on the above proposed the ADL company eventually differentiation competitive strategy of the detailed steps and security strategy implementation of specific measures,The author hopes that this paper can provide certain reference value for ADL to guarantee its long-term competitive advantage to some extent.