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Analysis of the Twins Group Suckling Pig Feed Business Competitive Advantage

Author: PanZuoNa
Tutor: ChenChuang
School: Xiamen University
Course: Business Administration
Keywords: Competitive Advantage Concentration Strategy Differentiation
CLC:
Type: Master's thesis
Year: 2014
Downloads: 13
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Abstract


The Twins Group is a rapidly growing pig feed company in the Chinese market. In the fiercely competitive market with apparent homogeneity product and shrinking profit margins, it has strategically transformed for a mere6years from an old state-owned enterprise managing livestock and poultry feed alike while achieving meager profits, to one which concentrates on suckling pig feed, therefore becoming the top one in the domestic market. In2013, The Twins Group was awarded Top Three in Chinese Feed Industry, Top One in Asia, and Top Eight in the world. The Twins Group’ distinct concentration and differentiated marketing model in its’only for good pig feed have provided a range of strategic perspectives and unique competitive advantages, and has a high reference value in the competitive strategy used in the enterprise.This paper targets in the research on the Twins Group company and related analysis tools such as Potter’s five forces model, strategic group, value chain, value proposition, the value of unit activities association, is to analyze the enterprise competitive strategy of The Twins Group and elaborate how to enhance the competitiveness of the enterprise value activities and strengthen the competitive advantages.Through research and analysis, the Twins Group success mainly benefits from the following use of strategies:First, as the company needs to know both its opponent and itself, the core objective of the concentration strategy is to fully focus on a certain target market and create the company’s unique competitive advantages. Second, competitive advantages created by individual activity in the enterprise value chain is crucial. However, they could be easily surpassed. Good companies will take advantage of the interaction between the various activities and of the superimposed effects to create additional value, building lasting competitive advantages. Third, the customer value proposition requires companies to develop products and services based on the needs of the core values of the target customers, therefore to show through differentiation strategy the distinct value compared with competitors. Fourth, the competition strategy is dynamic and multi-dimensional. Companies need to maintain a dynamic perspective, always adjust strategic approaches, and create a collection of competitive advantages in order to protect their competitive position in the industry.

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