Study On The Competitive Strategy Of F Company

In recent years,the watch industry of China has been growing fast with its market scale continuing to expand.Nevertheless,the total retail sales of social consumer goods slowed by the “new normal” economy and the traditional retail formats reshaped by the internet revolution have brought more and more complicated external challenges to the Chinese watch industry.As a well-known watch company in China,F Company has maintained a rapid business growth during the past years.With the business model of “product plus channel”,F Company has positioned high-end consumers to compete fiercely with its competitors in the industry.The study has used several qualitative and quantitative analysis methods such as PEST,Porter's five forces,RBV to identify the company's crucial internal and external factors,and used SWOT to select the company's competitive strategies,which are the growth strategy and the differentiation strategy.At last,to attain the strategic outcome,the paper has proposed various strategic implementation measures in the field of technology,customer needs,brands,channels and after-sales.To ensure the implementation of the strategy,the study has also put forward the safeguard measures aimed at corporate organization,company culture,human resources,innovation,and information technology,providing at the same time practical references for other companies in the same industry.