A Study On Development Strategy Of NVphalt Co., Ltd.

In the mid 1990s, China began constructing superhighway, which demands a large amount of high-power asphaltum. All the investors round the world look highly upon this field, then most famous asphaltum enterprise entered into Chinese market. Under this environment, NVPHALT came into being, It is a joint venture run by ShenZhen ZhongHangXing invest company and NVPHALT. After one year's preparation, the company began its operation in June,2001. The main products is polymer modified asphaltum which used in the surfaces of highway or airport and some other road surface materials related to asphaltum .The company gained a rapid development during the period of year 2002 to 2004. The scale become larger and larger and ranked the second place in China's modified asphaltum supplier. However, with the changing of marketing environment and management, the company was beside the brink of bankruptcy. So the stockholder changed for the break down of the capital chain. The new stockholder urgently needs reform and new development strategy. This is the objective of this article. A good enterprise strategy can facilitate the coordination of interior and exterior environments, elucidate its objective and development direction. We all know that the interior and exterior environments analysis is necessary to establish an enterprise strategy. Firstly, the article analyzed the situation of the enterprise and the background of the its writing, then construed the macro-environments and field environments the company faced, analyzed the five competition of the field in detail. On this basis ensured the company's opportunity and threat.In section 3, the value chain is used to analyze the interior resource conditions, the strategy-factor matrix is used in the analysis of environments and interior conditions. In section 4, the company's strategy is established by the use of SWOT matrix and strategy-factor matrix. The objective of the company is redefined. Finally, some suggestions such as organizational structure, human resource management, marketing strategy are proposed to implement the strategy.