Study On The Competitive Strategy Of Andersen Company

The baked food as a foreign food culture in China in recent years has been rapid development,its market value is more and more,and more domestic and foreign brands to enter China’s baking baking market.With the continuous development and expansion of the bakery industry,bakery products have gradually become popular food and beverage.According to industry economic statistics,China’s baking industry growth rate in the year 10%,in 2008 China’s baking output has reached 71 billion 800 million yuan,according to the prediction of Industry Association expert authority,by 2017 China’s baking output will reach 450 billion yuan.In early 90s a large number of manufacturers in mainland China into Taiwan baking,especially in Fujian,a large number of Taiwan as the first station to enter the mainland market,Xiamen has only more than 1 thousand and 500 bakery shop,the regional market is one of the most competitive brand baking all China.Andersen Fujian province is the largest bakery chain,1997 by Mr.Lei Donglong Taiwan was established in Xiamen,the enterprise has been established for 20 years,has experienced the baking industry from scratch,and then to the different stages of the rapid development of blossom everywhere,there are currently more than and 500 bakery chain in Fujian,Sichuan province two.In the face of strong foreign brands,also face new baking products,sales and service brand strategy flexibly,the increasingly fierce market competition,how to grasp the Andersen cultivate their own competitive advantage,enhance its competitiveness in the market.This article applies the relevant knowledge of the competitive strategy system,analyzes the status quo of Andersen,in Andersen problems faced by the corresponding solutions:first of all,PETS analysis method was applied to Andersen company external environment has carried on the comprehensive analysis;Secondly,using the potter five model for Andersen are carried on the detailed analysis of the industry;Moreover,through analyzing Andersen enterprise internal resources and external environment analysis,using the SWOT analysis method,draw Andersen company’s strengths and weaknesses,opportunities and risk assessment.On the basis of the above analysis,the author carries on the comparison to three kind of competitive strategy,formulate the corresponding competition strategy,competition strategy and concrete in this paper,the choice of the specific content and implementation of the strategy need to take the measures and actions.In conclusion,in order to establish the Andersen leading position in the market,the advantage of establishing a long-term win over rivals.