Yantai Moon Co., Ltd. Development Strategy

Refrigeration and Air-conditioning industry is a new rising one of national industries in China. During past decades, this industry got giant progress. As one leading enterprise in this industry, YANTAI MOON CO., LTD. is facing the pressures of both reformation and development when starting a new undertaking. How to realize the fast developing of company has been put on the table of every MOON people.By analyzing the current industrial sections of Yantai Moon Co., Ltd. and main opponents' situation, this article is aim to find out the company's kernel competitive power. Hereby fix the developing direction of company businesses during a certain time in future as well as make a suitable developing strategy and by carrying out the strategies to achieve the objects of company's new undertaking fully.This article consists of five chapters. The Chapter 1 is foreword; mainly introduce the raising of MOON's new undertaking problem and the purpose of research of this article. The Chapter 2 is analyzing of industry. Firstly, analyze the background of MOON briefly. Then, in detail, analyze the background, industry potential and opponents' situation of refrigeration and air-conditioning equipment, casting products, plastic products and hyperbaric oxygen chamber which Yantai Moon are producing. The Chapter 3 is analyzing of enterprise, generally analyze production structure, scale of production, marketing operation,technical force, financial condition , and markert orientation, state of operation .The Chapter 4 is strategy analyzing. Firstly, analyze the external environment that the company is facing. Then by using SWOT and Poston Growing Matrix Analyzing Method, analyze the internal environment of Yantai Moon. Thus, fix the business developing direction and pattern. The Chapter 5 is executing strategy; as a result of analyzing of above chapters, for achieving the objects of new undertaking, make the developing strategies of the company in future: Brand Strategy, Specialization Strategy, Structure Optimization Strategy, and Technical Innovation Strategy. At the same time, discuss the problem about how to upgrade company's kernel competitive power during carrying out the strategies.