| This thesis begins from the introduction of the Rohm and Haas business. In the mean time, it analyses the China architectural coatings market as well as the changes of the waterbome decorative coatings market trends and the industry regulations in the recent years. Based on these results, the view and the forecast for the decorative paint market are made. Then the thesis analyses the macro-environment by using the PESTEL framework which includes the factors of politics, economy, society, technology, environment and legal. In the six forces framework , the thesis summarizes the emulsion marketing segments for the architectural coatings and the customer's value. In the session of company strategic capability anatomy , the enterprise's available resources , human resources , financial resources and the unique resources are listed. It also takes apart Rohmhaas company's competences and the core competences .Then it summarizes the company's robustness through the rarity, the complexity and the culture aspects. Afterwards, a SWOT analysis summarizes the company's opportunities, threats, strengths and weaknesses.Afterwards, , the opportunities, threats, strengths and weaknesses are listed into the SWOT matrix to match the strategies , i.e. the growing strategy ,retorting strategy, defense strategy and the mixed farming strategy. The Quantitative Strategic Planning Matrix is used to determined the strategy " the customer oriented company developing strategy". At present , this strategy is the most suitable for the Rohmhaas Paint and Coatings Material business in China. By adopting this strategy, Rohmhaas can utilize both the internal available resources and the external opportunities , avoid the external threats and the internal weaknesses. It enables Rohmhaas to have the sustainable and the profitable growth on the China market.Finally, the thesis addresses the 3 aspects of organization changing ,enabling success and managing strategic change to ensure the successful strategy. |
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