Study On Strategy Transition Of R Beverage Company

The food and beverage industry,as a category of fast moving consumer goods,has the characteristics of high return on investment and fast capital turnover.Therefore,with the rapid development of China's economy,it has attracted much attention from the market.Many famous domestic and foreign brands have entered China's beverage industry.However,after rapid growth,China's soft drink sales began to slow down from 2015,indicating that China's beverage industry is about to enter a new development stage to adapt to the new normal of China's economy.In addition,with the upgrading of China's consumer market and the improvement of residents' health awareness,consumers' consumption demand for beverages also keeps changing.In the context of rapid Internet development,the channels of this industry also present a trend of fragmentation.For large enterprises in the industry,it is an inevitable choice to seek new profit growth path through strategy transition.This paper studies the case enterprise R beverage company through the combination of qualitative and quantitative methods.Due to the overall industry downturn brought by the economic downturn,especially the expiration of its main product's trademark right,R Beverage Company had to transform from its current single business strategy to a multi-category & multi-brand strategy.By analyzing the financial statements,customers,internal processes,and learning growth of R Beverage Company,the advantages and disadvantages of the internal environment of the company are summarized.Through the PEST model and Porter's five-force model,the opportunities and challenges brought by R's external environment are analyzed.Through the SWOT analysis method combined with its internal and external environment,the direction of corporate strategic transformation is obtained.It is pointed out that the current multi-category & multi-brand strategy applied by R does not improve its operational capability.It should turn to a new multi-category & multi-brand strategy that focuses on innovation-driven optimization,internationalization and development of new channels led by its main product-energy drinks.Apart from developing a strategic transformation direction for R Beverage Company,this paper will also provide specific transformation choices from the three levels of development strategy research-company level,business level and function level.Additionally,from the aspects of innovation drive,efficiency improvement,development of domestic and overseas market,and omni-channel establishment,the recommendations of specific strategy implementation are given.Finally,the risks that may be encountered in the strategic transformation are analyzed and preventive measures are provided.The strategic research of R Beverage Company provides an effective scientific basis for R Beverage Company's next steps of innovation and international transformation.And hope this paper provides some useful suggestions for similar domestic enterprises.