Abstract
China has a long history and has produced a large number of time-honored enterprises. Embodying a distinctive traditional Chinese cultural heritage, they have contributed to the economic development of the country and have been highly respected in the society. Analyzing those companies with modern strategy frameworks could shed new lights on the key success factors and propose new ideas to further improve their performance. This paper investigates the Chinese liquor industry and, in particular, the Qinghai Mutual Barley Wine Company. While the company has a long history and a potential for growth, it needs to be more strategic to take advantage of the opportunities. To assess the strategic positioning of the company, we have conducted SWOT and Porter’s competitive strategy analysis, which identified poor management, insufficient publicity, a large number of counterfeit and inferior products, low brand reputation as a source of problem.
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