Researchon Competitive Strategy Of J Company’s Craft Beer Business

Currently,the development of China’s beer market has encountered bottlenecks and the growth of beer industry lacks momentum.With the change of consumer demand and the increasing requirements for beer taste and quality,scenario-based and diversified become the current trend.Under this background,the production and sales of craft beer with refined technology,miniaturized equipment and diversified taste have soared in recent years.J Company saw the growth potential of craft beer.Therefore,this company arranged a segment for craft beer business.Based on the accumulation in brand,product design and development and other aspects,J Company attempted to create a series of products and achieved positive experimental results in the market.With the development of the business,the head of the enterprise gradually realized that the competitive strategy and implementation path must be formulated according to the industry situation and its own situation in order to help improve the competitive advantage of the enterprise,and finally make the enterprise occupy a certain position in the industry and maintain it.In this paper,J Company’s craft beer business is taken as the research object,and research the selection and implementation of its competitive strategy.Through interviews,questionnaires,literature research and other methods,the main influencing factors in the internal and external environment faced by the enterprise are obtained and analyzed.Through SWOT matrix and QSPM matrix,the optional competitive strategies of J Company are analyzed qualitatively and quantitatively,and the differentiation focus competitive strategy is defined as the choice of the enterprise.Focusing on the flexible customization business of business users,this paper provides J Company with clear competitive strategy implementation and safeguard measures.It is expected to help enterprises to quickly put the craft beer business on track and develop healthily.At the same time,by exploring how small and medium-sized craft beer enterprises develop competitive strategies and how to implement competitive strategies,the management theory and industry practice are combined to provide reference cases for scholars to study the competitive strategies of small and medium-sized craft beer enterprises.