The motive of this research is in response to the fact that the government has overemphasized on the development in high-tech industrial, thus paid little attention to traditional industries. Due to change of the macro environment, the increase of labor cost, the rise of environmental consciousness, difficulty in land acquisition, and increasing competition after entry into WTO, the high-pollution industries, such as poultry processing and slaughter industries are facing unprecedented impact. Therefore, this study, based on the perspective of the poultry processing companies, discusses the existing management approaches and future competitive strategies of traditional food processing industries under the current changes, and provides the results as guidelines to future researches as well as industrial and strategic planning.
This study integrates related theoretic models proposed by scholars around the world. With the framework of industrial competition analysis, this paper analyzes the effect of the macro environment on the poultry processing industry, and provides analysis on the case study. As for the case study, this paper uses Porter’s (1980) Five Forces and internal value chain to depict the competitive status of the case company, and uses SWOT analysis to review the strength, weakness, opportunity, and threat of the case company. Along with the six aspects of the strategy proposed by Prof. Si-tu, and Glueck’s (1976) competitive strategy theory model to evaluate the future management strategy and propose the competitive strategy of the case company.
The result shows that, to the case company, increasing the added value of the processed poultry products, establishing self-owned brand, focusing on product promotion, implementing automated product lines to decrease cost, improving the product quality and hygiene, exploring the Mainland Chinese market are the best competitive strategies. To other companies in the industry, the competitive strategies include adjusting the corporate structure to improve the organization, establishing processed poultry products export plant, promoting refrigerated poultry products and fresh products, developing localized products, segmenting the market and establishing brand awareness, implementing integrated management, and encouraging the strategic alliance of the manufacturers and suppliers.