Study On The Development Strategy For HT Co., Ltd

As an effective means of long-term development and overall planning tool for enterprises, strategic management of enterprises is one of the essential tools for improving their own competitiveness.With the rise of China's economy, the quality of life of people has been noticeably improved, products of anti-freeze of Cost-effective are growing demanded for consumer. According to statistics, in 2010, the demand of domestic anti-freeze fluid market will amount to above 8 million tons. That causes the anti-freeze fluid market to receive the widespread attention, and the competition is getting intense. At the same time, the industry is very chaotic with the market's continuous expansion. Companies have to grab market share and cut-throat competition. So the qualities of products currently on the market are mixed. Some of unscrupulous vendors directly to other companies of antifreeze mixed with water again after the re-sale mark affixed. Even worse, some unscrupulous small workshops use methanol, ethanol and other alcohols instead of ethylene glycol to made antifreeze for a profit. According to the state of General Administration of Quality Supervision published in 2008, the result of antifreeze quality spot checks, nearly 40 percent of the products failed in quality. Automobile engine will cause great harm with long-term use of false and inferior products. The automobile even can not start with, in particular, many users in the cold northern weather to use low-quality products. This mess of market is urgent to be integrated. Anti-freeze fluid profession will face with severe test. How does the HT Co., Ltd work out suitable strategy for its development by making use of the advantages of company, which make for the company's sustained and stable development. That is a critical challenge of HT Co., Ltd.HT Company Limited, a high-tech enterprise with advanced technology is engaged in motor vehicle antifreeze fluid production, sales and exploration and development, and mainly in charge of Northeast market. In recent years, the company has become a modem enterprise with 50 million Yuan, 60 employees, and with the integration of production and sales of anti-freeze fluid, which had a technical development team composed of several experts at first. And the company has made a positive contribution to scientific and technological fields of biomass. The products of the HT Co., Ltd. are in high quality and at low prices and well served; it can solve the contradictions fundamentally that exist in the market. However, due to low market share and brand influence, the products have not achieved the recognition and acceptance of the clients and consumers. So the development of the company is slow. At the same time, the company is facing unprecedented pressure in the aspect of the expansion of the company, and the competition of anti-freeze fluid market became increasingly intense. Therefore, a correct strategy and effective implementation plays a decisive role in the development of the company.The study is a general analysis for the HT Co., Ltd by using the PEST analysis, Porter's five forces model, SWOT analysis, strategic analysis etc to form the basic strategic concepts and theory, this paper analyzes the macroscopic environments and internal conditions as a basis of the company's current business situation concluding the opportunity and threat of external environment, and advantages and disadvantages of company. Based on the above analysis, this paper designs the mission and vision, medium-term and long-term goals, the corporate strategy, SBU strategy and functional strategy for the HT Co., Ltd. The company should achieve the medium-term strategic goals with the integrated development strategy of new type of antifreeze products, achieve the long-term goals with the diversified development strategy, brand strategy and mergers and acquisitions, and ultimately strengthen its position in the market.This paper argues that HT Co., Ltd should maintain the advantages and continue to develop the higher cost-effective products. With the aid of geographic advantages and the support of government policies, HT Co., Ltd should become the most anti-freeze fluid manufacturers in six years and become an international multinational corporation in dimensions. In order to guarantee the effective implementation of the plan, this thesis makes a strategic security measures for the company with organizational structure of science, improvement of human resources, advantage of research and development, corporate culture etc. And this paper makes an evaluation system for strategic control measures. These aspects have conducted a detailed elaboration and planning in the article.With economic development and social progress, the environment for business survival is changing at any time. As an enterprise in newly established stage, the companies have to face the market opportunities and threats. Wish HT Co., Ltd be solidarity and grasp trends of market and dare to innovate. HT Co., and be brilliant in the future.In the course of the study, this paper uses modern enterprise management theory, marketing management theory and the theory of strategic research and puts them into the practice. It will be helpful and supply reference for the future development of HT Co., Ltd, and the domestic small and medium startups to improve the management mechanism, survive, develop and strengthen in the Complex and volatile external environment.