民生粮仓有限公司发展战略规划

上海交通大学硕士学位论文民生粮仓有限公司发展战略规划姓名：周士年申请学位级别：硕士专业：工商管理指导教师：宣国良20050304EMBA1-34-67-10EMBADevelopmentStrategyforMinshengFoodCo.Ltd.AbstractMinshengisadistributioncompany,specializinginthedistributionofrawfoodmaterialandrelatedproducts,foundedafterthefoodsystemreformofChina.Itiscurrentlyengagedinthedistributionofflourandrelatedproductsandplanningtoexpandintothedistributionofrice,sugar,foodmadebyriceorflourandothersupplementaryrawfoodmaterials.Itgrewveryfastattheinitialstage.Asthemarketcompetitionincreases,especiallyforeignwellmanagedbigcompetitorsenteringtheChinesemarket,Minshengfacesincreasingchallenges.Howtokeepgrowingnecessitateslongtermdevelopmentstrategy.ThisdesigndefinednewdevelopmentstrategyfroMinshengandmadestrategicadjustmentstokeymanagementaspectstoenhanceitscompetitiveness.InChapterIIbasedondetailedanalysisoftheChinesefoodindustryIclearlypositionedthecompanyintheindustry.Firstanalysiswasmadeonthecurrentstatusanddevelopmenttrendofthefoodindustry.Theanalysismainlyfocusedonthegrowth,productsdevelopment,customerneeds,andconsumerbehaviorpattern.Ingeneralthedemandfornewtypeoffoodarisesallthetime.Therequirementfornutritionandtasteskeepschanging.Theexpenditureforfoodhasbeengrowing.Then,IanalyzedtheChinesefoodstructureandidentifiedthefollowingcharacteristics:backwardtechnology,redundantconstruction,slowinnovationprocess,smallscaleofdistributorswithlimitedcapital.Thereforepricewarisalmosttheonlyweapon.ForeigncompetitorsjustenteredtheChinesemarket.Itwilltakesometimeforthemtoadepttheirstrategytothemarket.WiththerightproductandsalesstrategyMinshengwillhaveapromisingfuture.Ialsosetbothshort-andlong-termgoals:capitalizeonthestrengthoftraditionalfoodproductsinrecentonetothreeyearstocontrolrelatedproducts,toaddmoreEMBAdistributioncenterssoastobecomealeader;buildstrengthincustomerservice,newproductdevelopmentandlogisticsmanagementinthenextfourtosixyearstoassumetheindustryleaderpositioning;inaboutseventotenyears,buildonmanagementandtechnicalcompetenciestoexpandintoothercountriestodevelopthefirmintoamultinationalcompany.Inthelongrunthebusinesswillbeswitchedfromproductdistributiontosettingstandards,providingconsultingserviceinfoodresearchanddevelopmentandsafetycertification.InChapterII,theprocessforcomingupwiththestrategywasdescribed.First,setthecompanyvision:tobetheindustryleading,operatinginmultinations.Then,definethecompanymission:toprovidesafenutritionandenjoymentoftaste.Thegoalofthecompanyistocreatevalueforshareholders,customers,employeesandthesocietythroughbuildingapowerfulMinshengcompanywithresourcesintegration,performanceimprovementandbusinessinnovation.Thelaststepwastodefinestrategicinitiatives,includingbothobjectivesforthelong-termandeachphase,whichcoversmarketshare,financialstatusandetc.InChapterIII,Ianalyzedthecompetitivenessofthecompany.Themainindicatorsforcompetitivenessincludes:capital,brand,product,organizationandhumanresources.Basedoncompetitivemodeltheanalysisidentifiedthatthecompanyisstillatitsinitialstagetodevelopitscompetitiveness,whichfurtheridentifiedtheneedfordevelopcorporatecompetency.Basedonvaluechainmodel,Ialsoanalyzedthevaluecreationandprofitsourcestoidentifythedevelopmentfocus.InChapterIV,Idescribedthefunctionalstrategicplanningprocess.Basedonthepreviousanalysis,Imadefurtherdiscussionontheproduct,salesandorganizationandsetproductstrategy,salesstrategy,organizationstrategyandlogisticsstrategy.Thereby,setcleardirectionandframeworkforbusinessdevelopmentandmedium-tolong-termoperationguide.Keywords:strategicplanning,industryanalysis,functionalstrategy,productstrategy,salesstrategy,organizationstrategyandlogisticsstrategy.200534200534200534EMBA112197-20022003200420055.520206.9-7.504-052004200430%200432.3%200420.34%19.3%200410%EMBA21-120041-22004200494.31%96%200498%200413.12%20%20.11%22.72%28.25%1-320041-42004EMBA31-52004200420%1-620041-72004EMBA423200495%86%87%92%85%200435.8%469%18%1.35.540%310%200340020041-1022023771.7110.16%20010020055%2005802010250EMBA5EMBA614%2341-895%87%1-380%UPSEMBA780%9820041.252020045.2%20EMBA81-32005-20074-67-10EMBA911010%2347060504030201002-1EMBA107060504030201002-2EMBA1130100120052000010001.3%20063000015001.6%20074500022501.9%20087500037502.2%200910000050002.5%201013000075002.8%201117000085003.0%2012210000105003.3%2013250000125003.7%2014300000150004.0%2005-2014200520062007200820092010201120122013EMBA122014EMBA133-13-11234EMBA14570%67EMBA1512345100%67EMBA1680%160%212%23499%56781%3114%EMBA1724-14-13212553EMBA1810%50%431234EMBA19214-24-24-3EMBA204-311.52004748021.4%14%21%7%3-515%200310554200215.7%8279200216.8%9907200216.4%2004abcd12-34-62EMBA214-5abc34-44-44]1EMBA224-54-523EMBA2314-64-6EMBA2470%2100%34-74-84-7EMBA254-8500201EMBA2623451231-34-910EMBA27740-60km1000100221703-460T/80%2310%4%12345678EMBA2812345615%7123415%EMBA29EMBA30[1]..2001.1[2]..,,2002.2[3]..2003[4]...1998[5].[6]...2001[7]H..2002[8][M].2003[9][M]1997[10][M]2001[11].[M].1995[12].[M].1997[13].[M]2002[14].[M].2000[15].[M].2000[16]..[M].1961[17].[J].20024.86-90[18].EMBA.[19]...2005.[20]..,1999.6[21]DerekF,Abell.Compe