AT Decoration Company Business Strategy Analysis

The reform and open policy for more than two decades of years in our country, has been followed by swift economic growth. Urbanization is speeding up, consumption pattern of the citizens and the countryside residents escalate unceasingly, housing is developing fast, simultaneously with its closest related industries-the building materials industry and the building decoration industry -facing the unprecedented development opportunity. The real estate market continues the prospect that most people favor, leading the decoration profession in our country to prosper continually, and with the swift and violent growth tendency, to become one of best new professions. But the present construction & decoration (C&D) enterprises in our country are numerous, their total project contract ability now exceeds the annual demand of the market. The seriously unbalanced supply and demand is causing more and more intense competition in the C&D industry.This paper adopts the method which unifies theoretical analysis and case study. It starts from the analysis of the macro economic environment, the industrial environment, the industrial trend of development and the market competition situation of the C&D industry; then conducts the strategic analysis research on a typical privately operated C&D enterprise, the AT Decoration Project Limited, and formulates the correlated strategy, with the expect to provide some thought on strategic management of the numerous C&D enterprisesThis paper first analyzes the external environment of AT and elaborates the principles of enterprise strategy management, then analyzes the company's interior environment and its advantages and disadvantages. On this basis, the paper presents a more thorough discussion of competition and the development strategy theory. A comprehensive analysis is carried out to study the company's internal and external environment in detail , utilizing theoretical models as Michael Porter's Five Forces Model, EFE matrix, IFE matrix and SWOT analysis, thus to propose the practical and feasible strategies.This paper has the following conclusions: first of all, the domestic C&D industry nowadays is at the growth stage of its life cycle, the real estate market competition intensifies day by day, the short-term and the long-term development will continue to be bullish; secondly, the competition within C&D industry is intense, AT is facing a great challenge. To win the competition and to realize the sustainable development, AT must be clear about its own competition and development strategy, namely: to establish a perfect company internal management system, to strengthen the marketing plan and the supervisory work, to resist the external challenge, and to develop its existing space diligently in the intense market competition; Thirdly, to guarantee the implementation of the strategy, AT needs to unify its actual situation in institutional innovations, human resources management, the establishment of perfect staff incentive mechanism, to consummate the training system, to strengthen promotion management and enterprise culture construction, hence to establish the operational mechanism and the environment to accommodate with the enterprise strategy. The company has to promote its competition ability by making full effort in market development, internal management, marketing strategy, service enhancement and so on.