Research On The Developing Strategy Of Shanghai F-Net Co, Ltd

Owing to their rapid growth at the present time, the SMEs (small and medium enterprises) are not only an important power pushing the national economy's sustainable development, but also an indispensable role in adjusting the economical structure, improving the Urban-Rural relationship, expanding employment and keeping social stability. Along with the increasing improvement of our market economy and the continuous expanding of the Open-Up scale, the competition focus will transform from product competition to strategy competition. So that, the SMEs must accurately fix their own position, set out a whole set of practical, effective development strategy suiting their feature, to grasp the opportunities, accelerate their development, and to survive in the numerous giant or big enterprises.Shanghai F-Net Co., Ltd. is a fast growing Fiber & Cable manufacturer, benefiting from the rapid development of Internet and the optical communication technology. Although F-Net has made some one-year schedules in its development course, considering the schedules'short-term nature and the absence of a systematic analysis on its outer environment and inner character, F-Net still needs a long-term development strategy conform to its feature. As located in Yangtze Delta, the SMEs'gathering site, F-Net can be seen as a sample of its neighboring SMEs. So the thesis chose F-Net as its research object.The research of this paper is based on the basic theory of strategy management. Using the PEST analysis method and Michael Porter's Five Forces Model, the paper analyzes the present situation of Chinese Fiber & Cable industry; using the EFE Matrix, the thesis gives an analysis on F-Net's outer environment; exploring F-Net's inner-resources and capabilities, the paper analyzes F-Net's special feature, points out its advantages and disadvantages; using the IFE matrix, the paper then gives a general evaluation to its inner environment. Subsequently, the paper uses the SWOT analysis method, and gives a comprehensive analysis on F-Net's inner-outer environment, and concludes that, F-Net should implement a Growth Strategy, and puts forward the Strategy's development stage and priorities. At last, the paper presents some specific measures on the company's reconstruction, marketing policies and human resources to guarantee the effective implementation of its development strategy.The author hopes this research can be instructive to F-Net's further development, and valuable to the similar SMEs, especially in exerting their advantages, adapting to the present market environment, breaking the development bottleneck and establishing their development strategy which fitting their features.