| GUANGDONG XUELONG pharmaceutical packaging co. Ltd('XL' named as below) is a new and wholly foreign-owned enterprise and it is the only one professional manufacturer of medical butyl rubber bottle closures approved by SDA(State Drug Administration). Its product is certified by SDA and is allowed to sell internationally in June 2004.In our country medical butyl rubber bottle plug is a industry that stared late. Developed countries such as America, Japan, United Kingdom, Germany, France, and Italy, had already eliminated natural rubber bottle plug, instead they use medical chlorination butyl rubber bottle plug and bromines butyl rubber bottle plug. Our country only started butyl rubber bottle plug manufacturing after 1995. Although this field has only about ten years of history, it grew so rapidly. After 2001, the number of enterprises in this field has increased from 7 to 23. Since SDA pronounced the NO.462 file, the marker capability is enlarged, but the competition is also intense and fierce. The old market pattern will be broken and the new market pattern will be taking shape. So to enterprises facing the unprecedented new market as XL, how to enter the market with low barriers, take the opportunity, utilize the resources, dominate the market fast, and grow from beginning stage to mature stage is a key issue for the future of the enterprise.In order to make the GD company mould its own future more voluntarily, make it have the courage to bring forth new ideas, set the trend, adapt to the change of the environment and make a response actively, grasp the destiny of its own future, by using more systematic, more logical and more rational strategic choosing method, this article comes up with a strategy plan for XL. This article consists of seven chapters. Chapter one consists of two section and briefs current situation of medical butyl rubber bottle plug and XL. The first section objectively and practically introduces current rubber butyl bottle plug's historical environment, existing problem, and fill in the reason why the product is manufactured on a large scale. The second section introduces the current status of XL and analyses the position of XL as a new enterprise in this industry from the point of view of designing production capacity, financial situation and technological angle. Chapter two consists of three sections. It gives a thorough and detailed analyze of the external environment of XL and discusses the current market capacity of butyl bottle plug and the future of the industry under the impact of state's policy. From the point of view of macro environment, it evaluates the impact of the trend of pharmaceutical companies in 2003 on medicine wrappings market and comes to the conclusion that our country's pharmaceutical company will have considerable , lasting good growth. So the future trend of butyl bottle plug will be diverse in performance, structure, and price. The main two competitors of XL are HUBEI HUAQIANG and JIANGYIN LANLING. This article gives detailed introduction and analyze on the two companies. The medical butyl rubber bottle closures vocation characteristic expatiate the size economy,the higher barriers and pharmaceutical limits.Chapter three is the analysis of internal factor of XL. From tangible resources and invisible resources to the ability of competitors, this chapter describes advantage of XL objectively. Chapter four makes plans for task stating and strategic prospect, comes up with the realistic, feasible long-term and short-term strategic development goal for the company based on the above analysis. Chapter five is the key part of how to choose the right developing strategy. This article uses the strategic management theory and scientific analysis methods (External factor think matrix, inside factor appraise matrix, competition tendency matrix and SWOT analysis) to make a strategy plan for XL. The EFE value of XL is 3.3 and IFE value is 3.0. So it belongs to increase and setting up type enterprises; in SWOT analysis, this article mat... |
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