The Development Strategy Research Of Fujian Huatai Group Co.,Ltd.

Since2008, the international financial crisis causes the recession of globaleconomy. Labor-intensive enterprises, such as enterprises, are confronted witheconomic downturn, rising cost of raw materials, unmarketable of product, financingdifficulty and the lacking of encouraging policies. With the increasingly fierce marketcompetition, how does the ceramic enterprise locate its development strategies? Thisthesis put forward to the logical analysis framework of the ceramic enterprise’scompetitive advantages, to explore the development trend and strategic positioning ofceramic enterprise in the current situation. In addition, an exploration of long-termhealthy development of the ceramic enterprise is presented.By analyzing Fujian Huatai Group Co. Ltd, this article summarized theopportunities and threats as well as the advantages and disadvantages the company isfacing, thus putting forward the strategic goals of the company. In addition, theoverall development objectives and strategies of the company were made through theuse of some analysis tools such as PEST matrix, SWOT matrix and the Five-forceModel. After that, I suggest the company should draw on advantages and avoiddisadvantages,carry out the strategy of diversification, make use of the world leadingindigenous technology in ceramics and launch well the flagship brand of science andtechnology, innovation and low carbon to upgrade products and added value.Secondly, we need to further open the market through company listing and improvethe enterprise credibility and visibility, so that financing could be received. Especiallyunder the condition that Fujian province encourages the private enterprises to start anew undertaking, the company must take this opportunity to achieve industrialupgrade when it is confronted with pressure and difficulties. What’s more, thecompany must carry corresponding reform in the aspects of further expanding themarket, creating enterprise brand culture, lowering production cost and managing thehuman resources. In order to ensure the realization of overall development strategyand competition strategy, we have formulated the relevant management measures.Through researches and analyses of internal and external environment, I have summarized the successful experiences and disadvantages of the developmentstrategies of Fujian Huatai Group Co. Ltd and provide a good example for the smalland medium-sized ceramic enterprises that have the similar development patter. This,to some extent, not only helps to remove the development bottleneck of these Chineseenterprises but also provides a new exploration into the development strategy of thecompany.