Research Of The BEI TE ER Coating Corporation's Development Strategy

The BEI TE ER coating corporation is a coating company in miniature,which lies in the ZHUJIANG DELTA which is the most developed area of China.The company has been facing the tough challenge because of the rising price of the chemical materials, the transportation and the energy which result from the globally rising price of raw oil. Application of strategic planning theory, scientifically formulate BEI TE ER coating company's development strategy to enable the company to grow into a competitive powder coating enterprise, in a dominant position in the differentiated market, in keeping up with the market leader in the same field, a well-known powder coating enterprise , and enable the BEI TE ER coating company to become sustainable development, comparative advantage, for customers, shareholders, employees create the best value of the company.That is the purpose of this thesis.The method of combination of the theory and empirical analysis is used. The thesis systematically reviewes the basic theory of the enterprise development strategy , application PEST analysis analyze the business environment ; application of Michael Porter's Five Forces Model to analyze the competitive environment; according to "resources - capacity - the core competitiveness" framework analyze the status of the enterprise;application of SWOT Analysis and to frame the company's development strategy and the implementation of this strategy formulated corresponding measures. SWOT matrix is a well-known theory of business strategy formulation and strategic choice. The innovation lies in the thesis: application of fuzzy evaluation to evaluate the internal and external factors which impact the company's development to determine the company's strengths, weaknesses and corporate development opportunities, challenges;application of SWOT matrix to choose expansion - Business strategy and the achievement of the corporate strategy of cost leadership strategy, differentiated strategy, decentralization strategy. The formulation of corporate strategy based on solid theoretical foundation and in-depth empirical analysis and the implementation of the strategy will significantly improve the company's competitiveness.Independent innovation strategy should be the most important expansion - Business strategy. How to implement this strategy in a small company is clearly an important area that this thesis can't deal with.