Sustainable Development Strategy. Mizakae Ceramic Study

Xiamen Sanwon Ceramics Ltd.(hereafter 'Sanwon Company') established in 1993, is specialized in the R&D, manufacturing and trade of various tiles. Sanwon Company had experienced a rapid growth period with steadily increase in production yield and market share since the very first launch of its products from 1995 to early 2001 . With the great achievement, Sanwon Company became a new but strong force in the industry of ceramics. However, the performance of Sanwon Company has been going down since late 2001. The factory is often on short time and the facilities are far from fully utilized. All of these have cast a severe negative impact on the current or even the future development plan of Sanwon Company. As is well known, ceramics is an old industry with fierce competition. A number of middle and small sized companies, or even large scaled companies, are phased out in the competition every single year. Furthermore, joining WTO makes China part of the global market and one of the best markets in the world. Under such circumstances, Sanwon Company shall get prepared early for the next drastic changing era with the restructuring of various resources and re-defining of corporate strategies.This thesis is to provide some suggestions on Sanwon Company's business strategy in the coming years, based on the close analysis of Sanwon Company's past development and operation model and the research of ceramics industry and market in and out of China. Hopefully, these suggestions could make some contribution to a more prosperous and powerful Sanwon not only in China but also over the world.