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[ China Agricultural Machinery Industry News ] Strategic expert Michael Porter believes that there are only three strategic choices for enterprises: cost leadership, differentiation and specialization. This is an empirical study after Porter studied the development history of hundreds of companies. The conclusions, later Drucker and other management scholars admired Potter's professional strategy.
The professional development of agricultural machinery enterprises starts from the four "focus"
Contrary to specialization, diversification, a big temptation faced by enterprises in the development process is diversification. Many entrepreneurs choose diversification under the expansion of their successful lusts. Drucker believes that “this is purely a kind of Myths are exactly the opposite of reality." The history of enterprise development in the past two hundred years shows that many very successful companies are precisely the success of combining the actual situation of the enterprise and focusing on one direction.
Although diversification can make the scale of enterprises increase rapidly, diversification will obviously make enterprises complicated, especially the complexity of management, and the complexity is not conducive to competition in shopping malls. Although high-complexity enterprises are large in scale, resources are large. There are also many, but in the face of real competition, they are not able to compete with highly specialized, small enterprises that can master a single market or a single technology. Through the historical research on the development of many industries, it is shown that the enterprises that truly win the competition are not able to master. A single market is able to master a single technology.
For agricultural machinery enterprises, specialization should be a good development direction. The truth of the truth is that business operations are like tug-of-war. They can only invest resources in one direction. If internal resources are scattered and the direction is inconsistent, the enterprise will be weakened. The actual strength, in the current agricultural machinery industry from the policy opportunity period to the key transition period of the strength competition period, enterprises should adopt a professional strategy.
Specialization to the operational level, companies should be recommended to adopt a variety of focus strategies, only focus, only the ability to make a hole, in order to "shoot the top of the needle", in order to achieve the effect of "concentrated firepower, saturation attack."
Focus on the market
The era of gold in the domestic agricultural machinery industry has passed, and the market has entered the stock competition from incremental competition. Those who choose to use national marketing will become more and more difficult. Marketing expert Philip Kotler said that it is impossible for enterprises. For all users, companies should focus their resources on users who can serve them well and value, and Kotler believes that market demand varies widely. Companies should divide the overall market into small markets and choose which ones are right for them. Market, this is market focus or regional focus.
Focusing on the market, there are different options for different companies. Small companies with limited resources can focus on only one or a few specialized market segments or “gap marketsâ€. For example, Jindawei, which produces corn harvesters, calls itself As a mountain corn harvester expert, and launched a small corn harvester called "Mountain Warrior", Hebei Reken previously produced corn harvester, but there is not much advantage in the market competition, so focus on niche from 2016 Special harvester products, such as sunflower harvesters, fresh corn harvesters, pepper harvesters, etc., which focus on a segment of the market or segmented products, are focused on market strategy.
After the industry enters a mature period, the competition will become more intense. Enterprises can focus on the market strategy and focus on resources. For small enterprises, there is more chance of survival.
Aggregate crop
The trend of focusing on crops in marketing by pesticide manufacturers, fertilizers, seeds and other agricultural producers and distributors is very obvious. Seeking truth from facts, the agricultural machinery industry is still in the period of full crop marketing. From the perspective of the market, most manufacturers are not very focused, the business area is large, and the variety of products is mixed, that is, everything is sold, but what products are not professional .
So why focus on crops? This is because the market demand environment for agricultural materials has undergone fundamental changes.
Planting structure changes. “One mu of vegetables and ten mu of grain†and “one mu of fruit per mu of grainâ€. After the land transfer, more land is used to plant high-yield crops and agricultural products based on the consideration of income. This is the rational choice of farmers under the consideration of income. And regional development trends are very obvious, such as Yunnan Wenshan Sanqi planting area, Yuxi tobacco planting area, Sichuan Pengzhou citrus planting area, Dujiangyan kiwifruit planting area, in these concentration areas, the need for a certain type of crop full mechanized specialization services .
The requirements of the growers. With the emergence of large planting households and the rise of family farms, farmers have higher demand for agricultural materials. In particular, some pure agricultural investment companies do not directly plant crops. The planting links will be fully outsourced, and such users should be served well. It is necessary for agricultural manufacturers to plant crops more than users. Of course, only by focusing on the services of a certain crop can we provide professional services.
Competition is forced. In recent years, the competition environment for agricultural materials and agricultural machinery has become more and more severe, from price competition to value competition, from single product to package, from single link to full mechanization, from agricultural product sales to agricultural resources, agricultural machinery and agronomy. It is the ultimate goal to help farmers increase production, increase income, and increase value to become competitive. Therefore, under the pressure of competition, the improvement of competition level and the improvement of user demand also require agricultural enterprises to focus on crops and become more Kind of expert.
On the whole, agriculture is a wide, complex, long and long industry. It is generally characterized by industrial characteristics of wide geographical area, complex environment, variety, long cycle and long chain. As a farmer's enterprise serving agriculture, it only focuses on crops. Focus on a certain crop to provide professional services to users, and to establish differentiated and professional competitive advantages.