Research On The Competitive Strategy Of K Distillery Company Ltd.

This thesis is mainly about the competitive strategy of K Distillery.K Distillery is the benchmark of liquor industry in Guangdong Province.It has a long history and obvious technological advantages.However,in recent years,it is facing the predicament of declining net profit and weak sales growth.In order to help Kcompany to find out the root causes and formulate effective competitive strategies to get rid of the predicament they are facing,this paper firstly uses PEST to analyze the macro-environment,then uses Five-Force model to analyze the competitive structure of the market to determine his market position and bargaining power,thereby finding out the external opportunities and threats.Secondly,analyzes the internal resources and capabilities,then pinpoint his core competitiveness and weakness through the enterprise resources and capacity evaluation table.Thirdly,the SWOT quantitative indicators confirm that ST strategy is the most suitable for Kcompany's contexts.Finally compares the attractiveness of "low-cost strategy" and "high-difference strategy" with QSPM matrix.According to the score results,Kcompany is suggested to switch his competitive strategy from "low-cost focus" to "high-difference focus".And to ensure the effective implementation of the High-Difference Focus Strategy,this paper puts forward a series of safeguard measures,such as optimizing the organizational structure,rebuilding the brand images,promoting product differentiation,multi-channel strategy,strengthening information construction and promoting cultural construction.Only by enhancing the comprehensive competitiveness through the High-difference Focus Strategy can Kcompany get rid of the current predicament of homogeneous competition,consumption gap and declining profitability,and achieve new growth and profitability.Based on the actual situation of Kcompany,this study explores effective solutions to the problems,which has the practical significance for K Distillery and liquor enterprises with similar problems.