A Aluminium Company Development Strategy

The subject of this thesis is the Aluminum Company strategic research under the crisis. Companies are now faced with external and internal crisis caused by thedouble: the external global financial crisis and internal crisis caused by the company has no R&D,product is single, device does not complete and so on defects. In this double crisis forced, the firm re-thinks the current strategy and future strategy.Company is a medium-sized aluminum foil processingenterprise.Deepprocessing of aluminum foil is a branch of the Aluminum deep finishing industry. Aluminum foil is widely used in processed products, automobile manufacturing, textile, electronics, electromechanical, aerospace, packaging, construction, shipbuilding industry. The 21st century, heat transfer, packaging, power electronics, construction, household consumption of industrial development of strong export demand driven, the Chinese aluminum industry faces an unprecedented rapid growth. Aluminum foil industry achieved great development, and this kind of fast development momentum continues.However,the rapid development of aluminum industry does not bring hope of development to the company. In order to explore its causes, the research topic by the Aluminium Company,its external environment and internal environment analysis, and found the problem, find the company made to maintain focus - low-cost strategy reasons. Analysis of the external environment include macro-environmental analysis and industries environmental analysis. Macroeconomic environment, a serious threat to the financial crisis, as well as a strong competitor within the industry, potential competitors and Vacuum Metallized paper and so on the threat of substitutes, the company is facing strong external crisis. From analysis of industrial chain, the internal value chain and core competencies of the company, aithough the company is facing external crises and internal problems, but it has its advantages for themselves to power of sustain, survive and develop .Although the company continue using the original focus - low-cost strategies that inaction of the strategy, but this strategy is not its long-term development strategy, this strategy is not its long-term strategy. The face of difficulties concern both inside and outside the company, particularly cigarette foil market of focusing ,Vacuum Metallized paper was gradually replaced cigarette foil, bringing the total cigarette foil shrinking market share, low-cost strategy to focus the company has a crisis of survival. Based on the analysis suggests the company over the next three to five years can be used in food foil, pharmaceutical foil, PS plate base as the leading product development strategy of related product diversification. Therefore, related product diversification strategy with the primary task is to speed up setting up R &D agency and establishing R&D system, trainning developer; and increased investment in equipment.