Research On Development Strategy Of JR Wooden Products Co.,Ltd

Since the global financial crisis and economic recession, resulting in a Great Depression for the wood products industry worldwide.JR Wood Products Company Limited,which is an enterprise works on solid wood floorings, wooden furniture and related wood products etc. Since the depression, JR is encountering three major problems-Firstly, the raw materials are in shortage,price is high and continuously to going up, that resulted in the declined in export trade figures,and also,the sales channels are not stable as well because of the recession; Secondly, JR rely solely on it’s partners in America for re-exporting their products worldwide, Third and lastly, the company’s products are mainly OEM, JR do not have their own Brands and therefore, their market share is considerably low.In this paper, we shall try to solve3crisis which JR is facing now.First, to solve the JR’s sources of supply for the raw materials, and in the same time, reducing the costs of procurement of raw materials; second is to use the diversify multi-countries strategy to expand exports in the international market; Third is to develop the JR’s own own-Brand, that will expand its own Brand in the World Wide market share.This thesis is divided into a total of six chapters. The first chapter is the introduction, this study focuses on the research background and significance, related corporate strategic management theory and research content and methods. The second chapter focus on the analysis on JR’s external environments, that is including the macroeconomic environment, PEST analysis, and also the analysis of the industrial environment. The third chapter mainly concentrate on JR’s internal environment analysis, including analysis of the company’s resources and capabilities. Chapter Ⅳ,to develop JR’s Development Strategies with the aid of SWOT analysis.Chapter V focuses on JR’s development strategy, including the own Brand development, raw material production bases and the multi-countries strategy. Chapter VI lists company strategic safeguard and control, Including organizational security, protection of corporate culture, human resources, technical support. Also, reveal on the implementation of the strategy focused control.In this paper, JR Company’s development strategy is to help other companies to achieve strategic objectives and also, serve as their guidelines and reference as well.