Study On Competitive Strategy Of HH Sugar Company

In recent years,the sugar industry of our country has been characterized by single product,low quality,high cost,disadvantaged international competitiveness and been seriously squeezed by the imported sugar,and price inversion has frequently arisen,as a results,many companies is facing deficit.Faced with fierce market competition,it becomes crucial for sugar enterprises to conduct transformation and upgrading to improve their competitiveness.HH Sugar Company is a small sugarcane sugar-making enterprise in China,because of its extensive production and low quality of products,the development of the company will also face great challenges.The main purpose of this paper is to lead the company to develop a new road from the perspective of customer value creation through the research of its competitive strategy,and to open up a "Blue Ocean" from the fierce competition in the "Red Ocean".Firstly,this paper reviews the theory of competitive strategy and proposes the research contents,ideas and methods of this paper,laying the theoretical foundation for this paper.After that,through the analysis of sugar industry development and industry competition,it comes to a conclusion that the green transformation is the trend of industry development;Then,this paper analyzes the internal resources and capabilities of HH Sugar Company,evaluates the advantages and disadvantages of HH Sugar Company comprehensively and proposes the necessity of value creation strategy.Next,using tools of the Blue Ocean strategic theory,this paper analyzes the elements of customer value competition in sugar market,draws out the strategic layout of the company and formulates the enterprise competitive strategy focusing on improving the product quality and building the enterprise brand,implementing green marketing and customer relationship management.Finally,in order to ensure the implementation of this strategy,it offers strategic safeguard measures such as strategic pricing,development of raw material planting,reduction of raw materials and production costs,improvement of production quality and risk prevention.The main innovation of this paper is analyzing and formulating the competitive strategy for sugar-making enterprises from perspective of the customer value creation.This paper is only an preliminary research on the HH sugar company's competition strategy,the conclusion and the safeguard measure are not comprehensively stated,as we know,extending the industrial chain and increasing the added value of the products ect can also improve the competitiveness,which is not mentioned in the paper.In addition,the problems and suggestions like improving product quality and product grade,developing raw material planting are not discussed in detail,so they are only for reference and need to be further studied and supplemented by researchers.