MGT382 Su Xingyue 11527349
Contents
Introduction……………………………………………………………..2 1．Industry analysis……………………………………………………...3
1.1 Abstract………………………………………………………………………...3 1.2 Analysis………………………………………………………………………...3 1.3 Problem……………………………………………………………………………………4 1.4 The five-Forces Model of Competition……………………………………………..5
2．Company analysis………………………………………………………………....….6
2.1 backgrounds……………………………………………………………………6 2.2 Use SWOT analysis to evaluate JiaHua food ………………………………..6 2.2.1Strength…………………………………………………………………………….…...6 2.2.2 Weakness………………………………………………………………………………7 2.2.3 Opportunity……………………………………………………………………….…..8 2.2.4Threats…………………………………………………………………………….……9
3. My advice ………………………………………………………..….10 Conclusion…………………………………………………………..….11 Reference……………………………………………………………….12
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MGT382 Su Xingyue 11527349
Introduction
We can not live without basic necessities of life;
Manufacturing industry plays an important role. Manufacturing Industries including the Textile Industry, Pharmaceutical Industry, Automobile Industry, Food Processing Industry. As the saying goes that to the people foodstuff is all-important. I am passionately fond of delicious foods, so I am interested in the pastry industry. I think JiaHua food is a bright pearl of the pastry industry in Yunnan province. Next, I’d love to share with you my views on the pastry industry and why I am confident with the competitive strength of JiaHua food.
In this essay I will analysis pastry industry and company named JiaHua food. In the part one, I will judge from the macro environment and the five-force model of competition to analysis the strength and problem of pastry industry.
In the part two, first I will introduce the background of JiaHua food, and then I will use SWOT analysis to analysis JiaHua food. For instance, I will explain why I think the strength of JiaHua food is good financial status, strong brand name, and good Product innovation ability and so on. I also will let you understand why I think the threat of JiaHua food is Alternative products, raw material price increase and so on.
In the part three, I will summary and give my advice about how to let JiaHua food become more famous? How to Increase the number of stores outside Kunming market?
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MGT382 Su Xingyue 11527349
1．Industry analysis
1.1 Abstract:
Cake is a traditional food of our country, in the past it is every year the holidays people visiting relatives and friends with gifts, one of its market share is higher. With the further development of China's reform and opening up, people's living level unceasing enhancement, people's consumption level and consumption idea has great changes have taken place, especially in s, cake market in China is in transition period of rapid change, the consumer market of the form will appear with the development of the economy and fluctuations, this to our pastry industry will have a significant impact, and direct impact on the traditional pastry industry, such as market share decline, some enterprises fall into trouble, and to develop pastry industry in our country, must be to do two one to adapt to the development of the market, to adapt to the modern people's life. 1.2 Analysis
An industry development prospects, whether can attract more customers, can lead to absolute advantage with other industries, these are a business must consider the question, and these issues need to be analyzed.
Analysis of an industry there are a lot of methods, first of all we see from macroscopic and microscopic aspects, judging from the macro environment, pastry industry faces many opportunities, but it also faces a number of challenges. Let’s see together.
1.2.1 The political environment of our country is stable, and strategy of reform and opening up in China, since the 90 's, share of FDI in China reached 65.4%, up to 56.2% of investments in the manufacturing business, where. Good policy to promote the development of the manufacturing business.
1.2.2 Our country has a good economic environment. Resident’s income and consumption will grow rapidly, China's growth will be between 8% and 8.5%, slightly
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MGT382 Su Xingyue 11527349
faster than 2012, inflation will remain manageable, and citizens have a strong purchasing power. Great potential consumer market in China, can accommodate these products, to promote these products quickly form economies of scale. In China, such a big domestic consumer market for the product development, development created the basic conditions.
1.2.3 Social values and the way of life. Consumer perspectives changed, grades in consumer demand continues to improve, strive for quality, brand and nutrition and health, green consumption became fashionable.Consumers are willing to pay more, eat healthier, and promoting the progress of pastry.
1.2.4 The development of science and technology. Withing the development of science and technology, a lot of bakery equipment came into being, such as bread machine, pancake machine, pastry machine, biscuit machine. Cakes food mechanization, standardization of production and the products in the production process as well as economies of scale and to follow the standardized standardized management, product quick health, so as to meet the needs of modern life. 1.3 Problem
Although pastry industry at a developing stage in China, but it still has some problems that we can not ignored.
1.3.1 Cake's development is limited by traditional philosophy, some products still stop in the manual mill production stage. Manual workshop production of bakery production remained in \small-scale peasant economy system, makes the cake development lack of motivation.
1.3.2 The quality and safety problems of pastry food industry in our country. Some businessmen in the pursuit of profit maximization, regardless of the long-term interests of the enterprise, make fun of the life safety of the consumers. During the Pastry processing process, in order to create exquisite and soft taste cake, producers of trans fatty acids. Excessive amounts of trans fatty acids, which can increase the risk of coronary heart disease and other cardiovascular disease, induce women of type Ⅱ and brain function caused by recession. Interference baby essential fatty acid metabolism, growth and development.
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MGT382 Su Xingyue 11527349
1.3.3 The pastry food industry related laws and regulations are not clear. In testing technology, test method, or the testing point of distribution is not. The United States since January 2007, has been forced to all food packaging industry, packaging must be labeled with the trans fatty acid content, trans fatty acids content must not exceed 2%. Our country has not set limit to make specific provision of trans fatty acids. Used in pastry gradually increased, he, there is no standard test method, the limit standards and lack of operability in the supervision and monitoring. April 20 this year, the ministry of health issued \national food safety standards\foods and is now sold in bulk is not applicable to the general principles in addition to the logo is not the address, telephone number, license etc, belonging to the \1.4 The five-Forces Model of Competition
1.4.1 Conception
Five models still is industry competition analysis, making enterprise competitive strategy.
Michael porter in his classic book \strategy\the industry analysis model is put forward, the so-called five model: existing competition among enterprises, the power of suppliers, the power of buyers, substitutes, potential entrants, the five competitive forces that determine the industry profitability, and points out that the core of the enterprise strategy, should is to choose the right industry and competition position of the industry's most attractive.
1.4.2 Existing competition among enterprises refers to companies within an industry compete for market share. Enterprise can be in terms of price and non-price competition. Price competition is eroding margins by lower prices - cost difference; Non-price competition is eroding margins by pushing up the cost. Due to high costs may be transferred to customers through a high price, so price competition do not necessarily like price competition may lead to a drop in profits.
1.4.3 Potential entrants can profit reduce existing enterprise in two aspects: first, to get access to get some business carve up its original market share; Second, entrants reduce the market concentration, and thus stimulate existing competition among enterprises, reduce the price - cost difference.
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