Researching On The Guangzhou ZY Paint Materials Company Operation Environment And Strategy Adjustment

Enterprise operation is a process that entails constant adaptation to the operationenvironment and establishing and adjusting the development strategy according to the environment. In order to prevail in competition, an enterprise needs to predict and analyze the mid- and long-term direction of change in the operation environment, be clear what elements are essential for the enterprise's success, and establish or adjust the corresponding operation strategy. This is the essence and basis for an enterprise' healthy development and increased competitiveness. Therefore, an enterprise must pay close attention to the changes in the environment the enterprise is situated in, and by conducting diagnostics on the operation environment understand and master the direction of change in the environment, based on which it must also examine whether the enterprise strategy is compatible with the environment so as to adjust and reform the strategy in a timely fashion.The thesis uses the Guangzhou ZY Paint Materials Company as a cast study, diagnosing the company's operation environment and studying the enterprise's strategy adjustment issues. This thesis starts with the analysis of the operation environment for the ZY Company and the domestic medium and small paint material industries, conducts detailed diagnostics analysis on the operation environment for the Guangzhou ZY Paint Materials Company, does in-depth analysis on the changes in its operation's external environment and internal resources condition, compares the critical environmental factors at two points in time (the original strategy establishment point and the current point), identifies the changes in the environment facing the company and its development trend by applying the Potter's competition analysis model, and summarizes the changes in the company's operation strategy implementation basis and the environmental requirement for the operation strategy. This thesis utilizes the IEF and EFE evaluation matrix to diagnose the issue of compatibility between the company strategy and its internal and external environments, and by in-depth analysis of the Guangzhou ZY Company's original strategy goal and the original strategy establishes the goal and direction of its strategy adjustment.This paper argues that given the current environment the Guangzhou ZY Paint Materials Company should establish an operation strategy with the following components -oriented towards the domestic field of important specialty paint materials, enhance the capability in customized technology development, technical support and customer exploration and management, provide and deliver diverse grouping values to clients in different fields so as to achieve long-term sustainable development in the paint materials business. In order to accomplish strategy adjustment and evolution, the company should make corresponding adjustments to its organizational structure, innovate business-grouping method, and place the emphasis of strategy adjustment implementation on the building and specific implementation of strategy alliance.