A Study On Development Strategy For Xiamen Xinye Group Corporation

As a supporting sector to the tobacco industry, which is a pillar industry for national economy, tobacco packing industry has witnessed significant improvement in terms of industry scale and technical level in recent years with China's further reform and opening to the outside world, and the rapid development of its national economy. China's tobacco industry has faced the shocks and threats that brought by both the inside and outside factors and is experiencing a series of changes, which, in turn, have brought deep influence over industries related to it. Xinye Group Limited Company (Xinye for short) is a packing products company which concentrates mostly on manufacturing of tobacco packing and providing tobacco companies with services from all aspects. For Xinye, to maintain and strengthen its strengths in the ever-changing market environment, to avoid the threat from changes with policy environment between various industries, and finally to build up its own competitive edges and further expand its market position is of great significance. Thus, the strategic planning of a complete system is in urgent need.This research focuses on the development strategy of Xinye for the next five years. And the dissertation is composed of six chapters. The first chapter, or the introduction, introduces the development courses of Xinye and expounds the internal environment and the significance of making strategies at present. Chapter two mainly talks about the theoretical basis and research methods adopted. Chapter three focuses on the external environment of Xinye. And chapter four analyses the internal resources and capacity of Xinye. Chapter five appraises all the possible strategies and chooses the best one. The last chapter advances the implementation plan of development strategy for Xinye.This research analyses comprehensively not only the policy and economy environment, but also the situation of industry technology and external competition. It finds out the external and internal threats and opportunities faced by the company, and further discover the internal advantages and disadvantages in the enterprise structure, human resources, manufacturing process, finance condition and marketing plans. This research uses scientific analysis methods, including EFE, IFE and SWOT matrix. It chooses the WO strategy as the middle and long term strategy and ranks the feasibilities of each strategy by using quantitative strategy matrix, thus finds the growth strategy as the best one for Xinye's future development. Based on the expounding of core competitiveness of Xinye, the dissertation suggests the company should follow three stages as implementing resource integration, strengthening itself in its fields and transforming strategy.