| Twenty years ago,After China joined the WTO,its economy took off and its GDP soared.By 2020,China’s GDP had exceeded 100 trillion yuan,ranking second in the world.The huge consumer market has attracted the influx of all kinds of capital at home and abroad.The daily chemical market,as a demand market,has a large scale and rich profits,and is the field of competition for domestic and foreign enterprises.There are also some cross-border enterprises walking on the edge of the industry,ready to rush into the market to grab sales,leading to intensified competition in China’s daily chemical market.Yihai Kerry Qingdao company is mainly engaged in the century-old brand "Huji Flower"peanut oil,which has a natural position in the Shandong market,a far leading market share and a good customer layout.The daily chemical brand "Jiejin 100" is not well-known,but relying on Qingdao company’s strong market control has also achieved a considerable market share.However,with the competition gathering in the daily chemical market and the huge impact and threat brought by the return of state-owned enterprises to the market relying on the government’s support policies,the growth rate of the market share of the daily chemical business of Qingdao Company is slowing down,and some of the market share is also declining.Meanwhile,Qingdao Company is facing the problems of high operating costs and weakened product competitive advantage.Qingdao company urgently needs to develop a strong competitive strategy to regain its competitive advantage in the daily chemical market.In this paper,Yihai Kerry Qingdao company as the research object,based on the theory of competitive strategy.for its daily chemical business in-depth analysis.Using PEST analysis,Porter’s five Forces model and external factor evaluation matrix to analyze the external environment and industry competition status of Dailychemical business of Qingdao Company.It is concluded that the external environment is harsh and the industry competition is severe.and the current situation of daily chemical business of Qingdao Company cannot respond to external opportunities and threats quickly.It is necessary to enhance the ability to grasp opportunities and avoid threats by improving the comprehensive strength.At the same time,through the internal data collection and internal factor evaluation analysis matrix analysis of its internal resources and capabilities,summed up the advantages and disadvantages of Qingdao company’s daily chemical business.It is concluded that Qingdao Company is a daily chemical enterprise with normal operation,its internal advantages are in a dominant position,and its enterprise strength is quite strong,while its disadvantages may be transformed into advantages through constant changes.Combined with the evaluation and analysis of internal and external factors,SWOT analysis method is used to summarize the advantages and disadvantages of daily chemical business of Qingdao Company,as well as the opportunities and threats in the competition.It is concluded that SO strategy and ST strategy are the main body,supplemented by WO strategy and WT strategy,and three alternative strategies are formulated.On this basis,through quantitative strategic plan matrix analysis,the alternative strategies are analyzed and evaluated to determine the centralized strategy of daily chemical business,and put forward specific implementation plans and corresponding safeguard measures to ensure that Qingdao Company’s daily chemical business to achieve the strategic goal of breaking 10,000 tons in five years. |
