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Chinese firework industry

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1. Introduction---Objective and structure of this report

The Chinese fireworks industry has experienced significant change since China adopted "open door policy", moreover, it has huge market share in the world's fireworks market. But on the other hand, the Chinese fireworks industry also has fatal weaknesses. Therefore, whether to invest in this industry is still a considerable challenge to most investors. The objective of this report is to give some suggestions to Jerry Yu on his decision of the investment on Liuyang fireworks industry. Furthermore, some proposals on how to improve the attractiveness and the competitiveness of Chinese fireworks industry at a long-run level are worked out; from personal level, there are some strategic …show more content…

2.3.5 Rivalry (High)

Rivalry of fireworks industry is high. The possibility for new entrants is high, while exit barrier is low; a bulk of existing firms that have little diversity and product differentiation are competing in this industry; buyers are more powerful than suppliers...... All these forces shape the fierce competition in fireworks industry.

What is indicated through the analysis of Porter's five forces model is that the rivalry of fireworks industry is high. Therefore, if firms were to survive in competition, they should make great effort to differentiate their strategies to achieve sustainable competitive advantages over competitors.

3. Market Audit of Liuyang fireworks industry

The market audit focuses on the Liuyang fireworks market's position through the identification of its domestic and foreign competitors and a SWOT analysis. The goal of this market audit is to assist Jerry Yu to determine whether to invest in Liuyang fireworks industry or not.

3.1 Competitor analysis

The competitors of Liuyang fireworks industry include both domestic and foreign ones. The competitors and their main competitive aspects of Liuyang fireworks industry are delivered in Table 1.

Table 1: The competitors of Liuyang fireworks industry

Competitors Domestic Foreign

Liling Pingxiang,

Wanzai Dongguan Other small

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