Xinjiang Beautiful Trade Co., LTD Development Strategy Research Field

Under the background of national subsidy on agricultural machinery purchase, Tianye company, which seized the policy opportunities and market opportunities, became to be the leading enterprise in agricultural machinery sales industry in Altay region, by means of its over10-year experience on agricultural machinery product sales. Tianye company is now the front runner of the industry in terms of annual output value, social impact and quality of service. So far there are16similar companies in this region, and the competition is extremely fierce. In the pursuit of great development to become the unrivaled corporate champion of the industry in the future, Tianye company has to fully exploit its advantage, integrate the capital and resource basing on previous business, implement a forward-looking and practical strategy, effectively share business opportunities, strengthen the brand-building and enhance competitive advantages. However, according to its developing status, Tianye company still has some problems. For example, there are too many brands in the field of agricultural machinery, but the variety of products is not rich. Farmers and herdsman always get together to purchase agricultural machinery, resulting in the regional shortage of sales market. The after-sales service system and market maintenance are not perfect. Human resources are short, especially experienced executives. Moreover, the corporate culture hasn’t been deeply rooted in employee’s mind, so it hardly play its role characteristics enterprise and mental outlook of staff.In order to stably grow and develop, Tianye company should be fully aware of the enterprise environmental changes, paying close attention to the environmental changes of market, economy and society. According to the changes of the enterprise and market, we will set down the most feasible strategy, expanding the market share, digging deep into the brand, industrial and value effect. Furthermore, through the adjustment and implementation of the development strategy, we will be able to improve the overall competitiveness and promote development of agricultural machinery dealership industry.The study of Tianye company’s development strategy can promote a rapid and steady development of agricultural machinery sales market in Altay region, making the agricultural machinery sales market more standardized and rational in sales, service, enterprise orientation, and development direction. This study can also provide reference to other agricultural machinery sales enterprises as well as relevant government departments, and thus stimulate the sustainable development of agriculture machinery sales.The SWOT analysis was made based on the analysis of history and present situation and of internal and external competitiveness of Tianye company. The analysis focused on the potential entrant, supplier, purchaser, resources, capabilities, organization structure and core competitiveness, and finally summarized some disadvantages still existing in Tianye company. Such as1) diversified industry didn’t bring expected return,2) the overall advantages were not prominent, and3) the company needs to improve the level of management. The results not only show the opportunities and challenges Tianye company are facing, for instance, the national supportive policies, the plan to set Beitun as a city, a promotion on agricultural standardization of operation, intense competition within the industry, rich experiences and obvious advantages in main business and personal consumption loan business, good relationship with local governor and mature networking, but also give the disadvantages of Tianye company as simple organizational structure, shortage of talented people, lack of cultural depth. A further empirical analysis of the existing developmental strategy suggests that the strategy was short-sighted, uncompleted operation philosophy, ambiguous product positioning, opportunism and poor implementation. This analysis draws up new business orientation, goals and initiatives for the strategy planning, and pays attention on business development, human resources development, enterprise culture development, capital operation, and management re-engineering. By means of changing business philosophy, perfecting the organization structure and incentive frame, and promoting cooperation, it will guarantee the strategy can be implemented efficiently.