Research On The Competitive Strategy Of Lactobacillus Beverage Products Of Wahaha Group Jilin Branch

With the improvement of people's living standards,people have a higher pursuit of quality of life,and more and more attention to health,a variety of beverage products with health as the selling point in this era of opportunities have also rapidly development of.In recent years,the lactic acid bacteria beverage market segment has developed rapidly.Due to the relatively high profit and good development prospects in the entire beverage market,it has attracted widespread attention from the beverage and dairy industry giants.Wahaha Group Jilin Branch is a wholly-owned subsidiary of Wahaha Group in Jilin,and is responsible for the production,promotion and sales of various Wahaha products in the market of Jilin Province.Lactic acid bacteria beverage products have brought huge profits to Wahaha for many years and are widely recognized by consumers in the market.For Jilin Branch,how to seize opportunities in the ever-changing market,make every strategic choice,and scientifically formulate a competition strategy for lactic acid bacteria beverage products to improve the company's overall operating efficiency and enhance the company's core competitiveness have become worthy of research.This article mainly studies the competition strategy of lactic acid bacteria beverage products of Wahahajilin Branch,the specific contents are as follows:This article first introduces the background of the topic.At present,the development of Wahaha lactic acid bacteria beverages is in a period of strategic opportunities.The market is growing rapidly and the pace of product updates is accelerating.Increasing market,occupying a higher market share.Secondly,it introduces the general situation and development status of Wahahajilin Branch,and analyzes the existing problems at this stage mainly including the lack of new star single products,poor promotion of high-end products,and low advertising efficiency.Analyze the reasons for these problems and give full consideration to the subsequent strategy formulation process.Then,according to the theoretical model PEST,the future development direction of lactic acid bacteria beverage products in the current political,economic,social,and technological background is analyzed.With the gradual standardization of industry standards,changes in people's consumption capabilities and consumption concepts,and technological advances,Wahaha is in overall A more relaxed external environment.Using Porter's five-force model to analyze the company's micro-environment,it is pointed out that in the five-force model,the company will face the challenges of various substitutes and competitors in the same industry.Afterwards,it focused on the company's internal situation,introduced the company's organizational structure and the company's corporate culture,and comprehensively analyzed the company's various business capabilities.Use the SWOT model to analyze the company's advantages,disadvantages,opportunities and threats in all aspects,and make a SWOT matrix to find ways to make up for the disadvantages and resolve threats to help the company grow its strengths and avoid its weaknesses.Finally,on the basis of the previous analysis,for different types of products at different development stages,the cost-leading strategy and the differentiated strategy were determined as the competitive strategy,focusing on the cost control link in the cost-leading strategy and the suitable creation of the differentiated strategy.The direction of differentiation.After determining the competition strategy,it has formulated detailed implementation strategies from four aspects of product,marketing,channel and brand promotion,and formulated perfect safeguards from corporate culture,human resources,management information system,etc.to ensure that the competition strategy can be effectively Implementation,thereby helping Wahahajilin branch to establish a competitive advantage in the lactic acid bacteria beverage market.