Research On The Competitive Strategy Of SJ Children's Education Company

With the growing domestic economic indicators,the people's living standards improve,and national consumption is no longer just satisfied with the material level,which brings increasing growth in multiple consumption and education expenses.In addition to economic factors,there are many other factors contributing growing education needs,such as the emphasis on education,the pressure to choose a school,ability improvement,and the hobbies and interests.These factors have jointly promoted the prosperity and development of the education and training market.SJ Children Education Company has catered to the growing market demand of the education industry and has continued to grow.Its main business covers the training of cultural courses for K12 students.In addition the course tutoring,it also includes some non-cultural training courses such as children programming,calligraphy,etc.This company is a regional small and medium-sized company,which only conducts business in Nanjing currently.Despite the continuous growth of the education and training market,the content and marketing strategies of enterprises are highly homogenized.New entrants and substitutes are constantly taking part in this market,making it more competitive between businesses.How to gain advantages in fiercely competitive market and develop an effective strategy has been on the top agenda of this company.In the paper,the main focus is on research background and significance,related theories,strategic analysis,strategic choices,and strategic implementation.In the first two chapters,it mainly illustrates several fronts,including the reasons for the rise of the education industry,the development process of the tutoring training,the problems that the enterprises may face and the significance of strategy implementation.The relevant theoretical part includes the development history of strategic management theory,and briefly explains are given to the commonly used strategic analysis tools such as PEST analysis,SWOT analysis,five-force model and internal and external evaluation matrix.The chapters of strategic analysis,selection and implementation are the focus of the thesis.They describe the strategic analysis and selection process,and finally develop a competitive strategy suitable for the development of SJ Children Education Company.Direction is for the company's future business development is offered and adjustment recommendations are given to functional departments.The strategic analysis part is mainly for analyzing the competitive environment,macro environment and internal environment of the education industry.Through porter's five forces model,this paper analyzes five different forces in the education industry,such as competitors,potential entrants,substitutes,bargaining power of suppliers and bargaining power of customers.So we can understand the competitive environment of SJ Children Education Company through analysis.The part of macro-environment includes the analysis of the factors of economy,politics,society and technology faced by S J company through PEST model,knowing the the macro environment of the company.The above analysis identifies the major external opportunities and threats facing the company.The part of internal environment includes the analysis of the circumstances of the company businesses and various functional levels.Finally,the IFE matrix(internal factor evaluation matrix)is developed to identify the advantages and contrariness within the company.The selection part of the enterprise strategy mainly generates and selects a competitive strategy suitable for the future development of the company through the application of SWOT model.The final part of the strategy shows the corresponding adjustment strategies of the company's functions and business departments according to the previous strategic choices.