Research On Competitive Strategy Of GBZ Company

"Chinese honored brand" is the inheritance of Chinese traditional culture.Until today,there are widespread problems such as brand aging,rigid organization,brain drain,backward technology,outdated ideas and poor management.How to solve the problems and help them to achieve a transformation and healthy development is a realistic problem that we need to pay attention to.GBZ Company also facing the above dilemma.Based on this,this thesis analyzes the company’s competitive strategy and implementation under the new competitive situation based on the relevant theories and knowledge points of competitive strategy.On the basis of summarizing the competitive behaviors and literature of food enterprises,especially meat products enterprises,based on the development status of GBZ Company,using PEST model,IFE matrix,EFE matrix,QSPM matrix and other tools,through the analysis of the value chain,fully excavate the advantages of the company and avoid their own disadvantages.Determine the core competitiveness of the company.In order to find the competitive strategy suitable for the company,this thesis analyzes the matching of various basic competitive strategy modes with the actual situation one by one,and finally determines the competitive strategy after eliminating inappropriate options.The thesis also revised the company’s vision,mission and goal,and worked out the specific focus strategy such as market focus and the implementation path of product differentiation,marketing channel differentiation and promotion method differentiation.In the aspect of safeguard measures:adjust marketing structure;Introducing talents;Increase and improve sales channels,highlight the status of large supermarkets;Improve product quality and pave the way for product focus;Increase brand investment,attach importance to brand construction,prepare for the implementation of the strategy;Introduce OA and NC system,standardize process,improve efficiency;Strengthen culture system,do a good job of staff training,for the implementation of competitive strategy to prepare for standardization.