Tong De Aluminum Industry Co., Ltd Development Strategy Research

Entering the 21rst century, stimulated by the rapid development of the domestic economy and an increase in consumer demand, the domestic aluminum industry saw a rapid growth. In 2008, the economic downturn hit the world like a hurricane, catching many unawares. Many relatively globalized aluminum related enterprises suffered as a result. In 2010, a rebound of aluminum prices enabled many aluminum enterprises to increase aluminum production to before the financial crisis. Especially in China, a rapid resurgence in aluminum demand can be seen. However, a new challenge faced by aluminum enterprises arising from a surplus of supply caused by an over investment resulting from better than expected profit. Tong De Enterprise, as a new aluminum oxidation enterprise, has been met with many challenges and obstacles as its start. How Tong De assesses current market status, avoid risks, realize maintainable development, what strategic direction it will take and how it will implement it will be directly related to the core competitiveness of the enterprise.This research will through the analysis of the current aluminum oxidation industry's uniqueness, the macroeconomic environment as it pertains to the industry, market development, competitive state, analyze key factors affecting the industry, discover policies outside the industry and any changes to them, determine the development direction of business strategy and provide the basis of actual strategies based on evidence. The paper uses the SWOT method to analyze, Tong De's Aluminum enterprise's internal resource advantage and external opportunities and risks; considers the unique internal capabilities, strategic resources, techniques and the entire operational chain and analyzes them, to consolidate into a report of Tong De's advantages and disadvantages, in order to set the framework for the future strategic goals for the enterprise. This research paper will also consider Tong De's next steps from an global market point of view, it will focus on resource pooling, formation of strategic business partnership, standardized development strategies and operational structure, rely modern manufacturing techniques to keep existing advantages, and concurrently develop new technologies and techniques.This article will not consider whether or not the strategic goals are matched with the currently available resources for Tong De. It will instead, consider all points from a hypothetical mindset. It will also assume that the future of the industry lies with a conglomerate of enterprises banded together. Increase the enterprise's competitive edge through obtaining an influential position within the conglomerate, to influence the direction of the industry in order to maximize profit and define leading position.