WRT Development Stratagem Study

WRT limited company established in 1997, a Netherlands' Enterprise. Company with filiales in Hong Kong, Thailand, Taiwan, Malaysia, Japan and Guangzhou. WRT Company chief runs internationally known outdoor furniture Fabrics SUNBRELLA sales (America Glen. Raven company product) in the Asian region.First of all, it narrates WRT company's phylogeny: Company originally supply international brand' s cloth at various place of Asia. Under years' baptism, among them many brands continue to be eliminated. At last, just America outdoor furniture cloth SUNBRELLA brand and some accessory brand' s underwear cloth were left. The paper forecasts the market foreground and development goal of SUNBRELLA products.Secondly, it describes company's situation from theory and practicality. It begins from the difficult environment that the company faces and analyzes WRT' s current situation and concludes that it should continue to follow the international approach and develop the sales for both the fabrics and the furniture together.Text takes advantage of Michael. Porter professor "5 Forces model"to precede industrial exterior environment analysis. It points outWRT company not only in the face of Glen Raven fabric science andtechnology (Suzhou) limited company' s competition threat, but alsoaffected by lots of counterfeit who occupied present sales market.The paper further analyzes the internal condition of the Companyand constructs the SWOT model, emphasizing that it should continue tofollow the policy to develop both the furniture and the fabrics salestogether. The paper finally discusses the choices of the company' s market goals and the strategy to enter the market.The paper has also used the national competition advantage model of Professor Michael Porter to analyze the trade competition advantage and its outcome and concludes that the Company should adopt the international strategy of brand-name approach in its work.