Research On Competitive Strategy Of HMFJ Food Company

Since the reform and opening up,the consumption of chicken has been increasing year by year.Chicken has become China’s second largest meat consumer goods.As an intermediate link,broiler slaughter plays an important role in the healthy development of the whole broiler industry.After decades of development,China’s broiler slaughtering enterprises have grown rapidly from the original scale to saturation,the market is becoming more and more competitive.It is necessary to formulate scientific competition strategy to guide the development of enterprises.HMFJ Food Company is a typical broiler slaughtering and processing enterprise.From a single frozen poultry storage business in the early 1990 s to the formal establishment of the factory in 2012,the company has gradually grown from a family workshop to a modern enterprise with annual sales of 1.2 billion yuan.Facing the increasingly fierce market competition in broiler slaughter industry,HMFJ Food company how to develop competitive strategy,make use of the advantages of the enterprise,grasp the opportunity,expand development space,has become an important issue facing the company.In this paper,PEST analysis and five forces model are used to analyze the current external environment of HMFJ Food Company.On this basis,Official policy support,market prospect,the threat of new entrants is small,industry automation degree is higher and higher,the suppliers bargaining power weak 5 chance factors and market competition is intense,people more and more attention in healthy eating,easily influenced by other meat substitutes threat,labor cost is higher and higher,the customer bargaining ability five risk factors,The external factor evaluation matrix analysis is also carried out.Second on the company’s internal environment on the basis of the analysis of get reasonable structure,advanced production technology,financially sound,strong ability to resist risk,strict product quality control of five factors and industry chain is not perfect,the lack of professional talents and recruitment difficulties,serious homogeneity product structure,market marketing ability is not strong,the enterprise culture construction existing short five disadvantage factors,The internal factor evaluation matrix analysis was carried out.The feasible competitive strategy of HMFJ food company was identified and analyzed by SWOT analysis method.The attractiveness of cost leadership strategy,centralization strategy and differentiation strategy was compared by QSPM matrix,and differentiation strategy was finally determined.Enterprises can improve product market competitiveness by adopting measures of product differentiation,brand differentiation,marketing differentiation and customer service differentiation.Finally,based on the research results,four guarantee measures are formulated to perfect and complement the industrial chain,optimize the allocation of human resources,strengthen information construction and attach importance to the cultivation of enterprise culture.Based on the actual research of the broiler slaughter market,this paper makes full use of various theoretical analysis tools to formulate a more scientific and reasonable competition strategy for HMFJ Food Company,further clarify the implementation path and safeguard measures of the enterprise competition strategy,and guide the future development of the enterprise.