Study On The Competitive Strategy Of TS Company

In recent years,the rapid development of ice and snow sports in China,especially the successful holding of the 2022 Beijing Winter Olympics,has brought significant opportunities for the prosperous development of ice and snow sports.The number of people participating in ice sports has been increasing,and the consumer goods market has shown great market potential.As a necessary safety supplies for ice sports,the ski helmet industry has also attracted many domestic and foreign ski helmet manufacturers and brands to participate in the market competition,and the competition between enterprises is getting fierce.TS Company has been engaged in the manufacture and sales of helmets for 14 years,and has long adopted the competitive strategy of low cost leadership.In recent years,the company’s profitability has declined,and under the increasingly competitive situation,there is an urgent need to diagnose the problems of the existing strategy and propose improvement measures to guide the future development of the company.This Thesis applies theories related to strategic management to understand the external macro environment of TS through PESTEL analysis;analyze the competition in the ski helmet industry through Porter’s Five Forces model;analyze the internal resources and capabilities of TS through VRIO model to discover and clarify the core competitive advantages of TS;analyze the value chain of TS and study the relationship between cost and value of each link in the chain,thus analyzing TS’s core competitive advantages.Through the analysis of TS’s value chain,the relationship between cost and value of each link in the chain was studied,and the problems and challenges faced by TS in implementing the low-cost leadership strategy were analyzed,and the causes were explored to provide a basis for the transfer and selection of TS’s competitive strategy.The analysis concludes that a single cost leadership strategy can no longer meet the current development needs of the company,and TS must implement a differentiated competitive strategy in terms of products,brands,and services,while maintaining and optimizing the low-cost leadership strategy,and guaranteeing the implementation of the competitive strategy in terms of organizational structure,human resources,corporate culture,technology production,and capital,so as to improve the company’s competitive advantage and achieve its In order to improve the competitive advantage and achieve the strategic goal of long-term development.In this Thesis,from the perspective of value chain,combined with enterprise cost control,the value chain links of TS companies are transformed,and it is proposed that strategic outsourcing companies belong to relatively inferior production links in order to reduce enterprise fixed costs,avoid uncertain risks,and focus the core strength of enterprises on R&D and design as well as brand and marketing construction.This study hopes to provide valuable reference for local ski helmet enterprises with integrated production and marketing.