Joint Coal Chemical Group Development Strategy

At recent, coking industry was confronted in China with challenges ofexcessive outputs, lower and lower product price, too much companies andtoo small scale, disordered competition, and resulting in air pollution in china.In order to restrict excessive competition and protect coking industry,Government encouraged coking companies strengthen themselves and beingoriented to producing intensely and environment protection by making somedecrees.With of plight of demand-supply unbalance and drastic marketcompetition, UNICHEMICAL company had being faced up to the facts thatincluding limited products catalogue, low-technology goods, behindhandmarketing mode, low return on assets. This paper briefly introduceUNICHEMICAL company at first, secondly the writer analyzed thecompany's macro-environment factors (including legislation and regulation,general economic conditions, social environment, and technology) andimmediate industry and competitive environment by operating analytical toolof the five-forces model of competition. After analyzing company's resourcesand competitive position, the writer crafted business strategies and gave someadvices on strategy executing, such as company's culture, organizationstructure, R&D and marketing management. Finally, the writer listedmeasures of strategy management evaluation.