A Study Of Development Strategy In Shenzhen Four Season Flower Company

First, this article gives a brief introduction of the theoretical basis for research on enterprise development strategy; then in following the said concept and method, it makes an overall analysis of both the external environment involving policy, economy, industrial, competition, China's entry into WTO, etc., and the internal conditions involving resources, enterprise sales, technological progress, financial status, shareholder alternation etc. which Four Season Flowers Company (FOURSEASON) is facing now, elaborates FOURSEASON's opportunity and threat, advantages and weakness under the current circumstances, and evaluates the extent of effect of these internal and external factors on the enterprise's strategy. It emphasizes that measures taken by the State such as supporting in agriculture industry, the massive developing demand of flowers, shareholder alteration etc. will naturally bring about tremendous opportunities for FOURSEASON's development. However, the traditional management pattern, non-adaptability to the reform of market economy system and the trend of economic globalization will inevitably bring about some threats to FOURSEASON. Next, by adopting strategy analysis methods such as SWOT matrix, SPACE matrix, etc. and through careful study, the article proposes a strategic plan (including the guideline, target, measures, etc.) for FOURSEASON's future development, plus the respective evaluation and priority in selecting the plan. It concludes that the strategic target of FOURSEASON during the future 5 years is to establish into a national supporting agriculture enterprise, and an international famous flower company; therefore the following four strategies shall be focused on and implemented: keep a foothold in flower industry and deal in the related diversified businesses, seek for cooperation or joint venture operation and open up international market. Furthermore, the article puts forward the countermeasures and suggestions to ensure the implementation of the strategic plan in terms of reforming property right system, establishing inspire and restrictive system, establishing strict financial control system, fostering technical innovation system, etc. The article introduce some methods of corporation strategy to the traditional agriculture company, which are just like FOURSEASON, and hope that the method would make these corporations acquire some helpful reference.