| Today's market is a buyer's market, also is a competitive global market. If a company wants to survive and to develop continually, it must establish the development strategy, making the development direction and target clear.Based on the theory of modern strategic management, in combination of the specific situation of Xiamen Xindeco Ltd., the thesis analyzed systematically the macro environment, industrial environment and the company's internal resources. From the analysis, we found out the opportunities and threats that the company is facing, also we pointed out the company's strength and weakness. Several strategic analysis tools are used, like PEST Analysis, Michael Porter's Five Forces Model, Value Chain Analysis, SWOT Analysis etc.Based on the results of strategic analysis and the comparison of four kinds ofdevelopment strategy--stability strategy, growth strategy, retrenchment strategyand diversification strategy, we found that the company should choose growth strategy.Then, we compared main kinds of growth strategy--intensive growth strategy,integrative growth strategy and diversification growth strategy , finally we chose the integrative growth strategy.To avoid investing too much money, we suggest fulfilling this strategy by establishing strategic alliance. There's two kinds integrative growth strategy, one is horizontal integration strategy, is to cooperate the company in same field or dealing with same products, gaining supplementary sources to realize economies of scale. Another is vertical integration strategy, is to expand company's value chain, realizing economies of scope.The thesis also explains how to practice and control the strategy in details. It shows we should practice the strategy by adjusting organizational structure, carrying out strategic human resources management, adjusting business structure, building net-work abroad, changing business model, build domestic distribution channels and forming excellent corporate culture etc. It also shows we should control the strategy fulfillment by forward control, process control and feedback control. The proposal can be performed by Xiamen Xindeco Ltd. Import & Export Branch easily, also it'll be a good reference for the similar State-owned Import & Export Company. |
