Research On Development Strategy Of Sunvim Group

The successful development of an enterprise depends on whether it has a mature and stable development strategy, whether it has a whole strategy management course, which contains strategy analysis, strategy establish, strategy implement, and so on.Sunvim is the biggest home textile enterprise in china. It is really important to establish a scientific development strategy for an enterprise which is facing the serious pressure from the market and competitors. The purpose of the paper is to establish a whole development strategy for Sunvim, which is based on analysis eternal environment and internal resource of Sunvim. I expect it is useful to the leaders in strategic decision making and strategic management system building. Also, I expect it has some reference value to the similar enterprises in the strategic management.The article uses PEST method and 5-Strength Model to study the external environment and research the internal conditions. On this basis, I use the SWOT method to conduct a comprehensive analysis of the internal and external environment of Sunvim. To the conclusion, Sunvim has a good opportunity, the industrial advantage are obvious, internal management needs to be raised.The article uses average growth forecast method to determine the strategic goal is 7 billion sale scale in 2013, uses the attractive industry-competitive matrix to determine that Sunvim should choose towel, ornamented cloth, pesticide industry as main industries, uses the SWOT analysis model to determine Sunvim should adopt growth- oriented strategy, uses the strategic clustering model to determine the choice of the industry's growth strategy. In addition to doing product- market strategy, towel industry choices diversification strategy, ornament cloth and pesticide industries will do integration strategy, and focus on strategic alliances.In this paper, the theory of competitive strategy is used to study the competitive strategy, and the competitiveness strategy selection should be based on different characteristics of the industries. Ornament cloth adopts different strategies, towel adopts cost-leadership strategy, and the pesticide industry adopt focused strategy in low-cost. On this basis, the article studies the function strategy such as marketing strategy, financial strategy, product strategy, R&D strategy, HR strategy, etc.To the more enforcement of the Sunvim strategy, this article proposes the specific programs in the implementation of the strategy, including organizational restructuring, cultural adjustment, financial building, information management and resource allocation.The innovation of this paper is using many kinds of strategy management theory to solve enterprise strategic problems. It also integrated several strategic analysis method to make it usable in strategic management course.