Competition Strategy Research in K Company on Extracurricular Counseling Market
|School||Dalian University of Technology|
|Keywords||Extracurricular counseling market strategic management marketingstrategy|
With the fast growth of China’s economy, extracurricular counseling market in recent years achieved great development with the macro policy which is beneficial to extracurricular counseling sector. National and regional extracurricular counseling institutions acquired rapid development in quantity and quality, which intensified competition in the sector. K Company is one of the earliest private enterprises entered Dalian local extracurricular counseling sector. After years of development, now it becomes the leading company in Dalian local extracurricular counseling sector.For local competition in the sector intensified gradually, K Company set up9branches in major metropolitan areas in Dalian, and achieved the biggest market share. At the same time, national extracurricular counseling institutions have turned their strategic attention to Dalian, and local institutions became a huge threat too. How to maintain the leading position in local extracurricular counseling sector now is the priority in strategic planning of K Company.In this paper, the author investigated local market. Based on strategic management and marketing theory, and the author’s personal experience, the author analyzed K Company’s external condition with PEST analysis, five forces model, competitor analysis and EFE matrix, then internal condition with operating status, internal advantages&disadvantages identification, and IFE matrix. Then with SWOT analysis, the author introduces developmental strategy which includes concentration growth strategy and broad differentiation strategy. And the implementations of the strategies are human resource strategy and marketing strategy.This paper integrated strategic management and marketing theory with the author’s personal experience, to help the decision making on strategic development of K Company, to continue expanding market share, to maintain leading position in the sector and to search for new market. This paper may help K Company to understand local market and its external and internal conditions, to make rational developing strategy. In view of the exposition of this paper is about regional strategic formulation. It may also useful to other regional extracurricular counseling institutions or private tutoring organizations.