英语论文-SWOT分析嘉华饼屋

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Contents
Introduction……………………………………………………………..21

Industry
analysis……………………………………………………...3
1.1
Abstract………………………………………………………………………...31.2
Analysis………………………………………………………………………...31.3
Problem……………………………………………………………………………………41.4
The
five-Forces
Model
of
Competition……………………………………………..5
2Company
analysis……………………………………………………………….....6
2.1
backgrounds……………………………………………………………………62.2
Use
SWOT
analysis
to
evaluate
JiaHua
food………………………………..6
2.2.1Strength……………………………………………………………………………...
.6
2.2.2
Weakness………………………………………………………………………………72.2.3
Opportunity………………………………………………………………………...8
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2.2.4Threats…………………………………………………………………………….……9
3.
advice………………………………………………………...10
My
Conclusion…………………………………………………………...11
Reference……………………………………………………………….12
Introduction
Wecannotlivewithoutbasicnecessitiesoflife;
Manufacturingindustryplaysanimportantrole.ManufacturingIndustriesincludingtheTextileIndustry,PharmaceuticalIndustry,AutomobileIndustry,FoodProcessingIndustry.Asthesayinggoesthattothepeoplefoodstuffisall-important.Iampassionatelyfondofdeliciousfoods,soIaminterestedinthepastryindustry.IthinkJiaHuafoodisabrightpearlofthepastryindustryinYunnanprovince.Next,I’dlovetosharewithyoumyviewsonthepastryindustryandwhyIamconfidentwiththecompetitivestrengthofJiaHuafood.

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InthisessayIwillanalysispastryindustryandcompanynamedJiaHuafood.
Inthepartone,Iwilljudgefromthemacroenvironmentandthefive-forcemodelofcompetitiontoanalysisthestrengthandproblemofpastryindustry.
Intheparttwo,firstIwillintroducethebackgroundofJiaHuafood,andthenIwilluseSWOTanalysistoanalysisJiaHuafood.Forinstance,IwillexplainwhyIthinkthestrengthofJiaHuafoodisgoodfinancialstatus,strongbrandname,andgoodProductinnovationabilityandsoon.IalsowillletyouunderstandwhyIthinkthethreatofJiaHuafoodisAlternativeproducts,rawmaterialpriceincreaseandsoon.
Inthepartthree,IwillsummaryandgivemyadviceabouthowtoletJiaHuafoodbecomemorefamous?HowtoIncreasethenumberofstoresoutsideKunmingmarket?


1Industryanalysis
1.1Abstract:
Cakeisatraditionalfoodofourcountry,inthepastitiseveryyeartheholidayspeoplevisitingrelativesandfriendswithgifts,one
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ofitsmarketshareishigher.WiththefurtherdevelopmentofChina'sreformandopeningup,people'slivinglevelunceasingenhancement,people'sconsumptionlevelandconsumptionideahasgreatchangeshavetakenplace,especiallyins,cakemarketinChinaisintransitionperiodofrapidchange,theconsumermarketoftheformwillappearwiththedevelopmentoftheeconomyandfluctuations,thistoourpastryindustrywillhaveasignificantimpact,anddirectimpactonthetraditionalpastryindustry,suchasmarketsharedecline,someenterprisesfallintotrouble,andtodeveloppastryindustryinourcountry,mustbetodotwoonetoadapttothedevelopmentofthemarket,toadapttothemodernpeople'slife.
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1.2Analysis
Anindustrydevelopmentprospects,whethercanattractmorecustomers,canleadtoabsoluteadvantagewithotherindustries,theseareabusinessmustconsiderthequestion,andtheseissuesneedtobeanalyzed.
Analysisofanindustrytherearealotofmethods,firstofallweseefrommacroscopicandmicroscopicaspects,judgingfromthemacroenvironment,pastryindustryfacesmanyopportunities,butitalsofacesanumberofchallenges.Let’sseetogether.
1.2.1Thepoliticalenvironmentofourcountryisstable,andstrategyofreformandopeningupinChina,sincethe90's,shareofFDIinChinareached65.4%,upto56.2%ofinvestmentsinthemanufacturingbusiness,where.Goodpolicytopromotethedevelopmentofthemanufacturingbusiness.
1.2.2Ourcountryhasagoodeconomicenvironment.Resident’sincomeandconsumptionwillgrowrapidly,China'sgrowthwillbebetween8%and8.5%,slightlyfasterthan2012,inflationwillremainmanageable,andcitizenshaveastrongpurchasingpower.Greatpotentialconsumermarketin
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China,canaccommodatetheseproducts,topromotetheseproductsquicklyformeconomiesofscale.InChina,suchabigdomesticconsumermarketfortheproductdevelopment,developmentcreatedthebasicconditions.
1.2.3Socialvaluesandthewayoflife.Consumerperspectiveschanged,gradesinconsumerdemandcontinuestoimprove,striveforquality,brandandnutritionandhealth,greenconsumptionbecamefashionable.Consumersarewillingtopaymore,eathealthier,andpromotingtheprogressofpastry.
1.2.4Thedevelopmentofscienceandtechnology.Withingthedevelopmentofscienceandtechnology,alotofbakeryequipmentcameintobeing,suchasbreadmachine,pancakemachine,pastrymachine,biscuitmachine.Cakesfoodmechanization,standardizationofproductionandtheproductsintheproductionprocessaswellaseconomiesofscaleandtofollowthestandardizedstandardizedmanagement,productquickhealth,soastomeettheneedsofmodernlife.1.3Problem
AlthoughpastryindustryatadevelopingstageinChina,butitstillhassomeproblemsthatwecannotignored.
1.3.1Cake'sdevelopmentislimitedbytraditionalphilosophy,someproductsstillstopinthemanualmillproductionstage.Manualworkshopproductionofbakeryproductionremainedin"Mastertrainanapprentice"dominatedbycraftproductionofsmall-scalepeasanteconomysystem,makesthecakedevelopmentlackofmotivation.
1.3.2Thequalityandsafetyproblemsofpastryfoodindustryinourcountry.
Somebusinessmeninthepursuitofprofitmaximization,regardlessofthelong-terminterestsoftheenterprise,makefunofthelifesafetyoftheconsumers.DuringthePastryprocessingprocess,inordertocreate
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exquisiteandsofttastecake,producersoftransfattyacids.Excessiveamountsoftransfattyacids,whichcanincreasetheriskofcoronaryheartdiseaseandothercardiovasculardisease,inducewomenoftypeⅡandbrainfunctioncausedbyrecession.Interferencebabyessentialfattyacidmetabolism,growthanddevelopment.
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1.3.3Thepastryfoodindustryrelatedlawsandregulationsarenotclear.
Intestingtechnology,testmethod,orthetestingpointofdistributionisnot.TheUnitedStatessinceJanuary2007,hasbeenforcedtoallfoodpackagingindustry,packagingmustbelabeledwiththetransfattyacidcontent,transfattyacidscontentmustnotexceed2%.Ourcountryhasnotsetlimittomakespecificprovisionoftransfattyacids.Usedinpastrygraduallyincreased,he,thereisnostandardtestmethod,thelimitstandardsandlackofoperabilityinthesupervisionandmonitoring.April20thisyear,theministryofhealthissued"thenationalfoodsafetystandards"foodsandisnowsoldinbulkisnotapplicabletothegeneralprinciplesinadditiontothelogoisnottheaddress,telephonenumber,licenseetc,belongingtothe"3without"product
1.4Thefive-ForcesModelofCompetition
1.4.1Conception
Fivemodelsstillisindustrycompetitionanalysis,makingenterprisecompetitivestrategy.
Michaelporterinhisclassicbook"competitivestrategy",theindustryanalysismodelisputforward,theso-calledfivemodel:existingcompetitionamongenterprises,thepowerofsuppliers,thepowerofbuyers,substitutes,potentialentrants,thefivecompetitiveforcesthatdeterminetheindustryprofitability,andpointsoutthatthecoreoftheenterprisestrategy,shouldistochoosetherightindustryandcompetitionpositionoftheindustry'smostattractive.
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1.4.2Existingcompetitionamongenterprisesreferstocompanieswithinanindustrycompeteformarketshare.Enterprisecanbeintermsofpriceandnon-pricecompetition.Pricecompetitioniserodingmarginsbylowerprices-costdifference;Non-pricecompetitioniserodingmarginsbypushingupthecost.Duetohighcostsmaybetransferredtocustomersthroughahighprice,sopricecompetitiondonotnecessarilylikepricecompetitionmayleadtoadropinprofits.
1.4.3Potentialentrantscanprofitreduceexistingenterpriseintwoaspects:first,togetaccesstogetsomebusinesscarveupitsoriginalmarketshare;Second,entrantsreducethemarketconcentration,andthusstimulateexistingcompetitionamongenterprises,reducetheprice-costdifference.
Nowpeoplemoreandmorehightotherequirementoffood,manybusinesseswillsatisfythecustomer,andthenselecttherightopportunitytoenterthemarket,in-depthstudyontheenterprisehasbeeninexistenceforalongtime,pursuit,maketheletcustomersmoresatisfiedwiththefood.Orarestillintheinitialsmallpastryshop,throughconstantdevelopment,affectthegoodtheforeheadshop.
1.4.4Potentialentrants,substitutestowinbusinessandstrengthentheexistingcompetitionamongenterprises.
Cakeasdessert,alreadydoesnottaketheplaceofstaplefood,butithasmanysubstitutes,suchasfastfood,householdbreadmachineandsoon,arepowerfulalternative
1.4.5Thepowerofsuppliersisreferstothesuppliersofinputsbypricenegotiationabilitytosqueezeprofitsfromtheircustomers.
Pastry,bread,foodpriceelasticityislow,soreducethepricetoattractconsumersandisveryspecial,butthecompetitionisintense,ifhigherprice,thesupplierislikelytolosethemarket.
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1.4.6Buyerpowerreferstothecustomerinthepurchasepricefornegotiationability,throughthenegotiationabilitytoreduceseller'sprofits
Defensecapabilityofthebuyersbargainingpoweriseffective,thekeyistoseizethedifferenttastesofdifferentconsumer,teenagerslikerelativetastessweeterwestern-stylepastryandolderpayattentiontoeatabalanceddietandlesssugarcakes,prefertraditionalChinesecakes.
2Companyanalysis
2.1backgrounds
ThelimitedcompanyofYunnanJiaHuafoodwasestablishedonAugust8,1988.ItconsistsofJiaHuacakehouse,JUSTHOTandJiaHuaflowercake.Sinceitsinception,thecompanyhasbeenadheringtothe“honestpracticalwork”asitsstandardofbehavior.Itsproducttheorywonuniversalpraise.ItisthebestbakerybrandinYunnanprovince.2.2UseSWOTanalysistoevaluateJiaHuafood
2.2.1Strength
aJiaHuahasgoodfinancialstatus;ithassufficientfinancialresourcestodevelopthebusiness.JiaHuafoodwasratedaslargetaxpayerconsecutivelythreeyears.
bJiaHuahasstrongbrandname.ManypeoplearoundofmewillchoosetobuyabirthdaycakeofJiaHuatocelebratetheirbirthdaywithfriendsandrelatives.JiaHuaflowerscakesareveryfamous;alotoftheprovincialschoolclassmatewillchoosetobuyJiaHuaflowerscakeasagifttotheirteacher.
cProductinnovationability.Recently,JiaHuafoodlaunchedmanynewflavorsofcake.IlikeJiaHuafoodisacreative,it'sabigbirthdaycakeconsistsofdifferentflavorsofcake.EverytraditionalChinesefestival,JiaHuafoodintroducepastriestocelebratefestival.Suchas

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theMid-Autumnfestival,itwilllaunchadifferentflavorofmooncakes.Duringthedragonboatfestival,itwilllaunchdifferentflavorsofricedumplings.Inthelanternfestival,itwilllaunchTangYuan.
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dProductqualityisbetterthanitscompetitors.JiaHuapastrywithmoderatesweettaste,Imostlikethebutterthattasteisverygoodbutitdoesn'tfeelgreasy.JiaHuahasitsownrosegardencanguaranteethequalityofmaterials.
eGoodcustomerserviceskills.JiaHuasalesstaffisverywarm.Whenyouaskforhelp,themcangiveyouhelpandkeeppatience.JiaHua’sordercanbeabletofinishitontime.Igototakethecakehasneverbeenwaited.Atthesametime,Shopdecorationisverygood.
2.2.2WeaknessaSmallmarketrange
Itcanbeseenfromthenumberanddistributionsituationofenterprise'sshophas82%ofthestoresinKunmingmarket,only18%ofthestoresinothercitiesandprovinces

bManagementnotdeepenough
First,IfinddifferentJiaHuacakeshophasdifferenttasteanddifferentappearance.Inthecentralarea,itscookiestastebetterandlookbetter.
Secondly,donotpayattentiontodetailsinthelaunchofnewproducts.ThestaffsofJiaHuafoodtrytopersuadepasserbytotastenewpastry.Butthepastrycutupsmallpieceslooksugly.Lotsofpasserineshavenotdesireforeatingit.
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cUniqueproductisless
JiaHuaflowerscakeisuniquebutuniqueproductsaretoolittle.Mostofproductcanbecopybyanothercakeshopeasily.Whenconsumercanbuysameproducteverywhere,theproductofJiaHuawillnotattractconsumer,JiaHuawilllosemarketgradually.
2.2.3Opportunity
aJiaHuaisawidevarietyofpastries,sugarcontentisdifferent.Itcanmeetdifferentconsumerdemand.Forexample,Childrenpreferthesweet,theoldandthegirlwholoseweightliketobuylessofthesugarcontentsuchasmultigrainbreadandwhole-wheattoast.
bMarketdevelopmentspaceislarge.Jiahuacakehousehasbeenopenedinsomesecond-tiercities,theincreasedmarketshareandincreasedawarenessofthecompany.
cCustomerloyaltydegreeishigh,the39%ofconsumersasrespondentsofKunmingsaidtheywouldchooseJiaHuainordinaryconsumption.AgreatamountofstudentschooseJiaHuafoodasbreakfast.

2.2.4Threats
aBrandmorecompetitivestrength
Thereareagreatmassofcompanyinthepastryindustry.Differentcompanyhasownercharacteristicandtradepromotion.Differentcompanyhasdifferenttasteandpriceschedule.Everycompanytrythembesttofightformarketshare,butnoonecanensuretheycanstillattractive

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consumer.
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bAlternativeproducts
Almostallofthefoodcaninsteadofcakeespeciallywhenconsumersfeelhunger.Itishardthatcakesstillkeepwarm,andifconsumerseatsomuchcake,theywillfeelthirsty.Butricenodulescandealwiththedrawback.
cRisingprices,rawmaterialpriceincrease.acakeincludeagooddealofrawmaterial,rawmaterialpriceincrease,thecompanydonotsurerisinghowmuchwillnotlettheconsumerfeelunhappy.
dNewindustrialthreats(DIYcake
Itisnodoublethatthemeaningofcakeismoreimportantthanthetasteandappearance.SoconsumerprefertoDIYcaketoshowtheirwishes.
3.MyadviceabouthowtoletJiaHuafoodrunwell.
3.1IncreasingthenumberofstoresoutsideKunmingmarketseekcooperationwithsimilarcompaniesnationallyknown,tothedomesticmarketdevelopment.
3.2Inthenameoftheenterprisetakeanactivepartinorsponsoringallkindsofpublicactivities,expandthemarketinfluence.forinstance,itcansponsorbasketballgameormarathonrace.
3.3Enhancethebrand'spopularityinnewmarkets:
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3.3.1itcanlearnfromthemarkingprogramofMengNiu.ThecompanycalledMengNiurentssomelandintheNorthernprovinces,enterpriseownrawmaterialssuchaswheat,letconsumersknowthebrandintheregion.JiaHuacanrentsomelandtoplantrosetoletmainlanderknowJiaHuafoodmore..
3.3.2JiaHuacantakestrategyofwalltowallmarketing.Itcansponsorscholarshipforotherprovincesuniversitywithplentyofstudents.Italsocansponsorotheractivitiesintheuniversity.Thisbehaviorcanexpandbrandawarenessinstudentsfromotherprovinces,andspreadtotheprovincesandcities.
3.4consumerspaysomemoneyandundertheguidanceofstafftoenjoythehappinessofyourselfmakingacake.Every3months,JiaHuacakehousechoosesomespecialDIYcake,givingconsumerswhoDIYwellsouvenirs.JiaHuafoodshouldhavearegulationononedayeachmonth,inthecaseofnewproducts;ensurethateverymonthtothecustomerdifferenttastesensations.

Conclusion
Alongwitheconomicdevelopment,improvingpeople'slivingstandard,pastrymarkethasbeenrapiddevelopment.Cakeisakindoffoodofpeople'srelativelike,becauseitnotonlydelicious,butalsorepresentsthehappiness,happy.

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Fromtheperspectiveofthemacroenvironmentofthepastryindustry,wecanfindgoodpoliticalandeconomicconditionsinourcountryhaspavedthewayforthepastryindustrygrowth,thedevelopmentofscienceandtechnologypromotetheprogressofthepastryindustry,consumervaluesandchangethewayoflifeisapastryindustryinnovationpower.Ifourpastryindustrycangetridofthelimitationoftraditionalmanagementidea,atthesametimeguaranteethequalityofpastryfoodindustrysafety,lettheChinesestylepastryisknownallovertheworldwillnolongerbeadream.Inordertoachievethisambitiousgoal,producershouldworkwithhonestheartandkeepimproving.Atthesametime,ourcountryshouldfurtherintensifylawenforcementlawenforcementandsupervision,establishandperfectthefoodsafetyregulatorysystemandfoodsafetystandards,inordertoensurefoodsafetyandhealthofourcountry.
Usingthefive-ForcesModelofCompetitionrespectivelyfromtheexistingcompetitionamongenterprises,potentialentrants,substitutes,suppliers,buyersanalysispastryindustrycompetitionstrength.Wecanfindthatpastryindustryiseasytokeepdifficulttappingarea,entrythresholdislow,industrialconcentrationislow,thelackofeconomiesofscale.Withthemoretomorepeopletojoin,competitionwillintensify.
SWOTanalysismethodthroughtheevaluationofthecompany'sinternalstrengthsandweaknesses,externalopportunitiesandthreatstounderstandtheoverallsituationofthecompany.ThroughtheSWOTanalysismethod,itisobviousJiaHuafoodhasastrongcorecompetitivenessandmarketopportunities.IfJiaHuafoodcanimprovemanagement,quality,continuousinnovation,strengthentheadvertisementpublicitywouldmakeupthedefects,reducetheexternalthreats.


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