The Developing Strategy Research For NQ Company

Well-known companies can not thrive for years relying only on its strong economic power and rich resources . They have to formulate and implement visionary company strategies for sustained growth and development. One of the key tasks of strategic management is to find the dynamic equilibrium among three factors-external environment, internal condition and business goals-in the ever changing and complex internal and external environment.For over a decade of continued efforts, NQ Oil & Fat Co., Ltd has become one of the largest company among its rivals in China. With the changing environment and intensified competition, it is important for NQ Oil & Fat Co., Ltd to review and study its strategy and conduct strategic management to retain the company's competitive advantage and sustained growth.The thesis starts with resources and capabilities of NQ Oil & Fat Co., Ltd applying theory of corporation strategy, to analyze and evaluate competitive ability of NQ Oil & Fat Co., Ltd in technology, market and management. First, we presented and analyzed the status-quo and prospects of China oil & fat market; followed by a discussion of the company's external environment (including the impact of China's entry into WTO, market development, and industry competitors) and internal conditions; internal strengths/weaknesses and the external opportunities/threats, using Porter's five forces model and SWOT matrix. Next, In view of the previous industry and company analysis as well as the company's mission and goals, we presented and elaborated our strategic management ideas for NQ Oil & Fat Co., Ltd with regards to business integration, product innovation, market selling, financial management, and information system development. With the changing of competitive environment, especially the pressure from international competition, NQ Oil & Fat Co., Ltd must take measures such as thinking innovation, technology innovation, marketing integration and management optimization to improve its own competitive ability.