中国当地便利店提升竞争力的策略制定——以苏果股份有限公司为例外文翻译资料

Strategy development for improving competitiveness

of a Chinese local convenience store

——Case of Suguo Co., Ltd

The topic of the thesis is improving the competitiveness of the case company. We will regard Suguo as the case compamy. We focused on a Chinese local convenience store, and compared it in four perspectives with an international convenience store which has already entered the Chinese market successfully. The four perspectives are market perspective, customer perspective, management perspective, and decorative style perspective. In addition, we created a strategic map on the basis of the consumer perspective, internal perspective, and learning and growth perspective for the case company with reliance on the analyses of the data collected for this research.

We studied previous research into and literature on the definition of convenience store, market and marketing, strategic management, human resource management, corporate reputation and brand building, and a strategic map. The primary objective of the thesis research is to analyze the situation of the case company and its market, in order to create a strategic map. The second objective of the thesis research is to find out how to improve the Chinese local convenience storersquo;s competitive ability in the domestic market.

Both qualitative and quantitative methods are applied into this single case study for the case company. Three interviews were conducted with the manager, one of the employees, and one of customers for acquiring the information of the current situation of the case company. Furthermore, 150 questionnaires were sent to prospective respondents for devising the strategic map for the case company.

Through discussing theoretical materials, doing in-depth interviews, and collecting data from questionnaires, this research illustrates the importance of market and strategic management analysis for the case study. The outcomes of the thesis research is a strategic marketing plan, the SWOT analysis, and a strategic map developed for the case company.

Keywords: convenience store, market and marketing, strategic management, SWOT analysis, strategic map

INTRODUCTION

In this thesis, we chose the topic of the Chinese local convenience store. In other words, this research work focuses on the case company, i.e. a Chinese convenience store. The current situation of Chinese market encouraged us to analyze the case companyrsquo;s strategic management, to help the case company improve its competitiveness. In this section, the background, motivation, research objectives and aims, case description, research questions and methodology are presented.

1.1 Background and motivation

In recent years, there are a range of different brands convenience stores entering the Chinese market, a part of these convenience stores are from foreign countries, e.g. Japan. The large population is a favorable factor for people doing business in China, and entrepreneurs finding opportunities to make profit or expand businesses in the Chinese market. The foreign investments are beneficial for the development of Chinese social environment, economic environment, peoplersquo;s living standard and job opportunities. However, because foreign industries and businesses are creating challenges and crises for local Chinese companies, especially for the businesses operating convenience stores. Therefore, Chinese local companies want and need to improve their competitiveness in the domestic market.

The thesis is a case study of Suguo Co., Ltd, the focus of this research is on strategy development for improving competitiveness of the Chinese local convenience store. We chose the topic because China has a close relationship with both authors. It is easy to understand the case companyrsquo;s market situation and collect data due to the contacts in China. In addition, we are interested in the topic through our personal experience. At the same time, we have studied and lived in Finland for more than three years; we know the differences between China and foreign countries.

The starting point of the thesis is based on analyzing and comparing the case company with an international convenience store, named Family Mart. We analyze the differences between Suguo and Family Mart from two main aspects, i.e. management system and customer orientation. In the comparing process, we use professional knowledge that learned from literature, and focus on four perspectives, i.e. the market perspective, customer perspective, management perspective, and decorative style perspective.

From the aspect of the Chinese marketrsquo;s situation, the fact is that convenience stores have become one of the most essential places for the customersrsquo; daily lives. This research has a close relationship with the lives of the general audience, and therefore we could get useful and reliable answers from the interviews and questionnaires conducted in this research. There is a wide range of consumer demands for the convenience stores in both Chinese and global market, and thereby, Chinese local convenience stores still have some problems, and potential perspectives need to be improved.

There are several foreign convenience stores entering Chinese market, and that is why the case company wants to develop and improve its competitiveness in the domestic market, in addition to improving its service system, to attract more customers. In addition, from the aspect of the case company, the research work is beneficial for them since this research gives them information to know how to develop and achieve high quality service.

1.2 Research objective and aim

Today, due to the globalization of markets, competitiveness is increasing, businessmen are finding new ways to develop their businesses and improve their competitiveness. In

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