Study On The Competitive Strategy Of FIRMUS Milk Powder

Throughout the development trend of domestic milk powder business in China,national brands have entered a low ebb because of the impact of the "melamine incident".Subsequently,to promote a higher quality of national milk powder,the government’s supervision on milk powder products has been continuously strengthened,and various related policies have been promulgated and continuously perfected,in the meantime,major dairy companies have focused on their construction of brand image,and consumers’ trust in domestic milk powder has gradually recovered.Under the COVID-19 epidemic,cross-border shopping has been impacted,and national milk powder has gradually take the place of foreign milk powder in domestic consumers’ mind.As for domestic milk powder,it is a rare opportunity as well as a challenge.It determines the future and destiny of the company.It also determines whether they can cope with the challenges of global changes,seize opportunities and accelerate development.It has great strategic significance on the development of the company.This thesis takes FIRMUS Milk Powder,a leading national milk powder enterprise,as the research object.Based on previous scholars’ research results on the milk powder industry and FIRMUS Milk Powder,this thesis utilizes PEST analysis and Porter’s Five Forces Model to analyze the macro environment and industry environment of FIRMUS Milk Powder.Through the analysis of FIRMUS Milk Powder value chain,the value activities that support the enterprise and some core strategic activities behind it can be figured out,and the VRIO model is used to further systematically and objectively study various internal enterprise value activities in FIRMUS’ Milk Powder industry chain,and evaluate the advantages and potential competitive advantages of FIRMUS Milk Powder’s internal resources and capabilities,analyze and evaluate the internal value activities of FIRMUS Milk Powder.Compared with the main competitors YILI Milk Industry and Nestle Company,finally take the SWOT model as the method to analyze the internal advantages,disadvantages,opportunities and threats of the company,and propose FIRMUS Milk Powder competition strategy optimization plan to enhance the competitiveness of the company in the increasingly fierce market invincible in the environment.The thesis also proposes the implementation measures.