战略管理英文版

《战略管理》课程论文

题目The giant groups strategic analysis

院系Department of economy and management

班级Audit 0901 class

姓名Zhao Qiaozhen

学号01095021

教师高爱雄

学期2010-2011学年第2学期

评分内容：结构：创新：

规范：态度：语言：English 总成绩

The giant groups strategic analysis

1.Within a.

The giant group star-crossed lovers, provides us a lot to learn. The giant group deduced intellectual young Chinese shi yuzhu surfing market economy the most destructive tragicomedy and most legend, business history of wealth story. From the latter half of the 20th century palm shi yuzhu entrepreneurial youth, to Forbes ranking China's eighth; Then in suffering is almost a devastating defeat, and 250 million yuan from liabilities of the national "Johnson, the first negative" rapid rise even beyond the past achievements, grow up for 500 billion yuan of mainland trailing new "richest". Below we will new giant group are analyzed, look at the environment like shi yuzhu is a gambler

Wheres the danger to the jedi wel born!

2.The giant group’s external environment analysis.

2.1 pest analysis

The new giant group with "melatonin" rags, everybody has heard "gift this year New Y ear's day not to accept a gift, reap only melatonin" message! From 2002 to also now have nearly 10 years of time, melatonin with this sentence inconsistent yet to read the ads into the rhyming two-syllable households. So the giant group started PEST analysis is also the Chinese health industry PEST analysis.

2.1.1 Political and legal factors

Health standards and various regulations shall not complete and contradictory in China, such as the ministry formulated for use of food additives in food standard "regulation: containing hydrogen peroxide but not allow some production regulations for health food and the hydrogen peroxide residue standards. Due to a lack of relevant trade management and national standards cause health products industry is now fake products, false advertising, the price of higher severity phenomenon. V irtual Enterprise under the existing laws and regulations to publicize their product is easy to violate regulations. Regulations, health food products can't propaganda therapy effect; On the other hand, the Chinese herbal medicine health food in use in pharmacopeia treatment function. But a health food can't use the publicity, seems therapy effect all gone.

2.1.2Economic factors

Look from economic Angle, today's competitive market, multinational companies become already health products industry leader. The past health products market, foreign multinational companies have been rarely involved, market basically be domestic healthcare companies firmly holds. Unfortunately, in the 1990s when the health industry in low tide, amway has relied on the unique sales model occupied domestic market, realize the $3 billion in annual sales amazing performance. Think of such a big giant involvement, that a melatonin market sales must suffered huge influence. But it is well known that, along with the multinational health products company to enter the Chinese domestic health care industry accelerated to face greater market competition. Plus domestic industry competition, market marketing pattern has been changed some new changes. The first should be direct proportion is channel subdivision, increase. Hea lth care products manufacturer in observing nowadays market situation, in product sales on improved greatly. Such

as former health products is only a small part of the unit sales and fixed in pharmacy sales, and now health care products chain stores, manufacturers ZhiXiaoDian, the inn in inn, MLM, phone sales, business sales, exhibition sales even online sales and other channels form is accelerating formation. The improved health care and consumer exposure, greatly promote the health products market demand. The second is the product begins incline to polarization. With "function" based products: mainly used for treatment, buy give promotion stimulation such as consumers purchase, so the price for this kind of products are increasingly high; With "nutrition" based function sex food or tonic, prices lower, health care products have been incorporated into basic supplies trend. This is simply a qualitative leap health industry. The third is the mode of transmission of increasingly direct. Because the traditional media weakening effects, advertisement publicity, and the price is high, health products manufacturers spread product information method is increasingly flat, can directly grasp the first-hand, regular consumers for a fixed consumer groups, had become spread spreading one of the important methods. So said: "advertising, advertising, is the most foundation for sales do the action."

2.1.3Social and cultural factors

Although health care industry in the process of operation, but with the market ups and downs growing consumption group makes health care products development potential increase greatly. Started from 2000, health products industry is rife with media negative events occur successively negative reports, tired young health industry was again to "trust crisis", making many healthcare companies from heaven, health products rapidly collapse into hell. But, as the people's living standard, people's health care be upgraded to consciousness and is soaring, is no longer the how to solve problem of food and clothing and more is how to live a healthy life. So to March 2002, pick up gradually, after sales in the short-term health industry sales rise rapidly, health products industry starts to recover. I think this may be an inevitable trend of human development!

Life level changes prompted the health care industry vigorously develop. First, the engel coefficient of urban-rural respectively 5.9% and 5. %, in food and clothing to well-to-do transitional phase, southeast coastal some large and medium cities and regions has reached middle income national level people's consumption idea, the health concepts, great changes in consumer spending, urban and rural health promotion 15 percent a year - fast growth rate of 3%. Secondly, people's lifestyle change is health care industry development, the important basis. Along with the social competition intensified, life working rhythm continues to accelerate, give people physical and psychological functions enormous impact! In work pressure and stress oppression of sub-health state crowd expands unceasingly.

In order to avoid unhealthy people brings various adverse effects, people focused on the health products body, thought by health products can all ok, make health careproducts development and production has become an economic life hotspot. There is mutiple level social life need for health care industry development, provide a broad space. In addition to under double pressures of family and career middle-aged people with health care spending ranks gradually, the elderly, teenagers are outside the main health spending. Who is the growing again the health products become people visit friends and relatives will take things. Luxuriant packaging, the legend of the curative effect of more consumers already is the biggest lure, gifts graceful and giovanni cobolli gigli!

2.1.4Technical factors

Technical progress can create a competitive advantage, so nowadays anshan.on is health care industry development the important action. The emergence of new technology makes society and

emerging industry increased demand for products and services, thus make the enterprise can enlarge the scope of business and open up new market. The current health care industry r &d, production and sales happened brand-new change. The WTO to China healthcare companies brought world-class competitors, faces increasing competition in the market, all those engaged in production of domestic enterprises are health should be aware that the core of future healthcare competition and technological content will be in for, strengthen technology is imminent. New technology makes enterprise more attention to security, the social responsibility of the enterprise and sustainable development problems, this makes the enterprise suffered from various aspects of the pressure! Appear on a lot of social health industry makes the negative events for breath. Especially have certain economic strength of the enterprise should pay more attention to the application of health care, to improve the new basic research and technological content of products and quality level, make healthcare companies to high-tech enterprises B8 % > 9A high content of technology transfer, the product as a mainstream product. Only healthcare companies constantly update technology and improving technical content, develop effect is good, high quality, features of new health products, make the products from the low level of price war, in advertising campaigns to come out, steering high-level technical wars, FuWuZhan, can in the competition, created our healthcare world brand, just have the ability to tap into the international market, rushed to the forefront of the world.

2.2 Five competitive forces model analysis

2.2.1 supplier's bargaining power

For the giant group, though it on the market, but provincialism of health products with its unique melatonin advertising and let the customer rest assured quality to win thegeneral consumers have to trust. In nearly 10 years of development has been standing in front of the health industry, this may be because of his good efficacy and unique service!

2.2.2 the buyer's bargaining power

Melatonin, etc, dependent on sales of large supermarkets and chain health food stores to reach terminal consumer hands. These chains, sales outlets, also have strong bargaining ability. But on the other hand, because brain platinum products with high technical content, good quality, different from the general standardized products, and new products continuously introduce, make the purchaser discounted bargaining power.

2.2.3 potential entrants threat

New entrants will try to win a place in the existing market, this can be produced with brain platinum market share in the competition, which eventually led to the industry profit level is reduced, serious word and may endanger the enterprise survival. The severity of competitive into threat depends on two factors, and this is what entering new field of the obstacles the size and the existing enterprise react, expected. Because of health food industry outlook, the overall profit level to be higher, will attract more enterprise to enter the market, so overall, potential entrants threat is larger. But for brain platinum currently in place of health products market segment, the barriers to entry is more popular. Besides brain platinum has nearly 10 years of research history, technical content sure quite lucrative, difficult to imitate say, in brand effect this level other enterprise is not less a stint.

2.2.4 substitutes threat

For brain platinum speaking, mainly from the threat of the alternative health care food industry

inside. Some natural plants and herbs, fungus health treatments role, may substitute with brain platinum, which are generated between them competing behavior. Brain platinum price and profit potential, because there can be users convenient accept substitutes and limited. In addition, due to the emergence of alternative, make brain platinum must further improve product value, or by reducing the cost to reduce price, or make their products with characteristics, or its sales and profit growth target is possible setbacks.

2.2.5 both competitors competition

Throughout the health food industry, existing between enterprise's competition is fierce, it is often seen in price wars, FuWuZhan crescendo, forms. But this state don't last too long, when these manufacturer's product line perfected gradually, product, or highly similar when industry powerful company outside in the merger of the industry strength after launch offensive, weak enterprise competition pattern and intense action, there will be a great degree of change.

3. The internal environment

3.1 strategy and business objectives

The failure of the original giant group, shi yuzhu will be the main reason boils down to comprehensive pushy diversification strategy direction errors. Old giant group successively developed garment, health care products, pharmaceuticals, software products, finally 3O more fudging mostly. Haven't been able to achieve a peaceful ending, exactly is his ambition is too heavy or management strategy wrong? Later, after he resolv summed up the investment industry requires careful thought three conditions: first should judge this program is not for "sunrise industry"; Second is talent reserve enough; And whether enough money, the current cash enough; If you fail whether to add money, if you want to add money ready to enough.

Therefore, the new "giant" business development emphasized repeatedly the security. The first project to succeed in doing, then consider doing the second project, a little push forward. In the new strategic guidance, the new "giant" linked into health care products, financial industry overall success, shi yuzhu therefore also called was rare commercial phenomenon.

L998 years, new giant group started operation melatonin project, the jiangyin as stage a comeback bases. Jiangyin market open after, and earn money into other markets start-up, scrolling operation. The end of 1998 occupied 1/3 of the market, opened the national market at the end of 1999, 2000 become of health scale than the draft, the giant heyday.

Health care industry success made "giant" to reshape the credit. And have investment other industry money. With the increase of the scale, the general enterprises return on assets will gradually decrease. And the industry's profits were present explosive growth! Due to the proportion of self-owned capital less, side absorb savings and loans, while not only won't reduce their size increase the yield, it will be assets to improve its profitability. In accordance with the above logic, 2003 new "giant" investment 3 billion yuan buying shares of bank stocks, hold the huaxia bank, minsheng bank equity value has more than 130 billion yuan, and can be sold. Sit to hug tens of billions of dollars of market capitalisation, new "giant" completed return to IT business capital accumulation. So 2OO4 years, new "giant", the development of online industry reached in IT industry "journey" similar network game satisfication-level. Have to build the "giant" platform. In 2007, shi yuzhu on their own to the commercial ability and strong network game product confidence. The new "giant" pushed to the biggest and the most strict rules of New Y ork stock exchange (nyse) and a long history, the company listed market value of $4.2 billion in

recent years, achievements of the industry's biggest Internet commercial miracle.

Now, new giant group do a hundred years, focus on the strategic intention of online game industry already very clear. Shi yuzhu made clear: against diversity. Next life just by doing online game, won't cover the giant buildings, raising capital market can't used to support health care products, business development, anyhow would miss 100 times chance, cast a blind projects.

3.2 risk control and supervision

As a result of the giant building failure, shi yuzhu self-proclaimed turned into "completely conservative". Create a iron general discipline: "must keep gladne yould crisis consciousness. Tomorrow will be wary of the company collapsed, at any time to guard against the worst result, make enterprise always keep energetic cash flow. New giant group most care of things, is a company's cash flow and keep financial health, his so-called health condition is leverage in 5% of standards to maintain.

Shi yuzhu forging team execution is the first step to good management of cash flow from the start. "Goods" photo is brain platinum sales market rules, headquarters sell the goods, and distributors around the size of all equally, first dealer goods payment. Payment for goods is an affair between distributor and the headquarters. Never hui branch sold one. Each of the sales manager, and with people behind the credit guarantee. In order to improve the execution, the new "giant" for the brain platinum established a 5 0 man's sergeants-at-arms team, once found branch or conceal any problems. Fraud Will be punished for branch. In addition to the team headquarters team. The pickets Provincial branch has checked the municipal market, municipal ourselves checked again at the county level market ourselves. Implement various control systems, internal expediency. It is this arrangement, let melatonin marketing team in each terminal very strong, resisting the general healthcare companies rely heavily on dealers.

3.3 information and communication

From the previous failures, shi yuzhu determines a something: "who consume my product, I will put to his research through." V ery focus on consumer, meditate consumer demand and meet the needs of the consumers, based on this break before those old rules. His ponder rules, create rules properly, especially at small and medium cities and rural market allowed. The new giant group product "melatonin" sell health, "a gold partner" sell smart, he responded: "I have the successful no causal factors, is I led the team to target consumers pay enough attention to the results." Perhaps this is the so-called no pains no gain!

The brain before listing, shi yuzhu since gold again run jiangyin malls, rural, and 300 potential consumers further communication. Jiangyin investigation concluded that many old people want health care products, but won't buy themselves. So, shi yuzhu launched household advertising "this year the feast, not to accept a gift gift only take melatonin". Make brain platinum become only can let oneself of the marketing network covering the health care. At the county level market This kind of marketing management mode received surprise effect, so that it is called it "the brain BaiJinShi marketing". This success originated in communication, originated in the information transmission, of course, in all this information in the matters of the collection process and information quality accuracy is also vital. Of course, the new giant group operating history is limited. In management and management environment, the building has a long way to go.

4.Swot analysis

4.1 the internal advantage (S)

The giant group has outstanding organization top managers, the giant group has outstanding marketing planning ability executives shi yuzhu. Known as "s bold", a business history of entrepreneurial youth, has its own unique thinking, the spirit of adventure, and the astonishing marketing ability. Ace product competitiveness. According to the national bureau of statistics data, 2000 and 2007 won eight years brain platinum China healthcare single product sales first name. Between 2003 and 2007, a gold partner in "similar product sales chart" row, get on China's combination vitamins product sales "won". In 2007, brain platinum and gold partner won respectively China health products brand sale first and second, the two products in total sales for 17 billion yuan. Company products by the national consumers widespread praise, created a sales performance of myth, become the health product market leading brand. A gold partner team's market development ability, integrated management ability and enterprise cohesion is now widely praise have domestic health products bounded "dream team", "king", which is a teacher of Chinese business circles today is the most marketing experience one of the team. The company's many war case was included in the MBA textbooks, numerous marketing strategy by the Chinese entrepreneurs widely imitation and learning. The company has led to ZhangJinLong r&d team, has been developed and more than 10 gold blood kang product, part products have been on trial. Such as gold propolis, amino acids, oral liquid and golden wine. The giant group in China with more excellent social brand image and good reputation, this is a huge success ace.

4.2 internal weaknesses (W)

Management problems, the company is using authoritarian style of management mode, shi yuzhu a person have the final say. When its decision error will bring to the company theirown losses. Industry instability, health products within the industry, product sales vulnerable to other companies, as in "the effect of calcium events" later, to health care industry has been in decline, the decline range around 30%, brain platinum, gold partner sales also received considerable impact, declines in 10%. New product influence: although the company is in developing new products, but their influence far not compared with brain platinum and gold partner, should intensify the propaganda of the new product. Although advertising bombing of the more obvious effects, sales increase. But this will inevitably will cause people to auditory pollution caused by people's psychological resistance, impact on the company's product sales, it shows the two things. Meanwhile blindly the bombing by advertising also can cause sales instability. Group in implementing the diversification strategy to online after the resources, its corresponding shifted and undermines the sustainable development in the health care industry resources.

4.3 the external opportunities (O)

The environment in general, aging populations trends deteriorated. As China's population aging of the aggravating, and China's filial piety culture background, the brain platinum and gold partner's consumer groups will be more. People's attention to health problems, with work pressure increase, more and more people of sub-health state, more and more young and middle-aged, consumer group experience, its consumer crowd will expand a lot, consumer demand growth strong, technological progress on r&d to promote role.

Specific environmental analysis, customer consumption group relatively stable. Every holiday, the customer will think of buying gifts or health care products to respect and support the old parents. And the health care giant group the positioning, gift function makes it a market are relatively stable.

Competitors, the defects of the main health product market competition, such as propolis and only 1 in the sales network, they products function orientation and pricing is deficient. The success of new market development, a gold partner and wuliangyie tianchun company developed together with gifts of gold wine, liquor and unity during the Spring Festival period began erupted advertising campaign, created another new market.

4.4 the external threat (T)

General environment, the world financial crisis to market forces. The 2008 global financial crisis, to a certain extent, lead to domestic health product market atrophy, consumer purchasing ability. Emergency hit consumer confidence, some other unexpected emergencies, such as sudden food health products and other security incident, the impact of the health of sales. Against group

A certain environment, customer consumer psychology changes. Consumers more and more rational, consumer psychology are more mature, health products advertisement effect weakens. Moreover is health care industry have found a lot of competitive products, between them are substitutes. If other company's products or is in sales and research and development on the increasing investment, so will be a gold partner company caused significant influence. New competitors and health industry's entry threshold is not high, especially for some now engaged in pharmaceutical enterprise them into health care industry that if is easy. So the company still must pay close attention to other pharmaceutical company investment trends.

5. Strategic choice

5.1. Strengthen independent research and development

Enlarge fund investment, build biological research institute, develop with independent intellectual property rights of the biological products, biological health careproducts development to keep industry leading technology advantage. Enrich biological health products accord with new functions and continue to develop the brand health products, expand product chain, make the product can meet the needs of different consumption subject. Improving health care product quality, guarantee product quality is reliable, the health care effect, and the functioning to make consumers buy universal assured, eat at ease.

5.2. Marketing strategy

Integrated marketing channels, the main agent dealers into health group clients, management systems of integration of market sales channel, ensure the high efficiency running marketing network unimpeded. Develop new segments of the market, expand product business coverage. Rural markets and specific groups. For example students also can be used as the main point future segments of the market. Expanding products in the second and the third cities and rural towns coverage. And in the light of target market, implement specific marketing combination. Gradually realize marketing strategy transformation, build brand awareness, the development of network marketing. Reduce unprintable advertisement sale, abandon "do not do brand products" approach, in the meanwhile vigorously attention efficacy propaganda on brand construction. Cultivate the high-quality marketing team, exploit overseas market. Give full play to a team's market development ability, integrated management ability and enterprise cohesion, cultivate the internationalized marketing personnel, planned overseas market.

5.3. Financial strategy

In the enterprise internal establish sound financial control system, so as to ensure reasonable allocation of corporate capital and an effective utilization of keep assets structure and capital

structure, and assets organically harmonizing with liquidity profitability. Around group company strategic target realization, making investment behavior restriction system, financing behavior restriction system, cost constraints system, internal control system, financial reporting system, budget restriction system, cash for centralized storage and scheduling system financial control system. Makes the enterprise can use financial information accurate decisions.

5.4. Human resource strategy

Clear objectives talent localization, build a multi-level and compound, highly efficient team. The top is a good long capital operation and management expertise elite. The second is to write and say, have again beginning ability complex operation management talent, the third is love hillock, have certain professional knowledge, strong ability in professional backbone personnel. Human resource development idea, change from the original and simple training transition to build a modern human resources system. Depending on the human resources as the largest wealth, adhere to the "people-oriented, the ones who received the efforts to achieve human resource value maximization" concept, the pursuit of enterprise development and the perfect combination of personal development. The company for each new employee should be tailored to meet their own development career passage, provide abundant skill and management training, and constantly precipitation every employee the value of knowledge level.

5.5. Brand strategy

Go diversification, international brand development road. In brain platinum, gold partner, and on the basis of development gold wine; A: to wilfing field, the giants into journey. In 2007, shi yuzhu underneath the giant network group Co., LTD. Has landed successfully American on the New Y ork stock exchange. Promote the brand in the international scope class's popularity and reputation.

6. Last word

From the analysis of health care can see: whichever enterprise, only choose appropriate competition strategy, can truly successful. No is absolutely correct, appropriate is a hard truth! In the process of enterprise development, two big direction: one is to choose no rival industry. Create a new category is insufficient, the only market is of great risk this strategy; Another competition strategy is to take the differentia strategy cutting existing competitive markets. In general XiaPa brought forth the leadership for the enterprise development new creative is an important direction of enterprise development.