The Research On Developing Strategy Of JT Company In Transition Period

Nonferrous metal is an important raw material in national economy in China. Before the year2013, the nonferrous metals industry was under rapid development in China. However, the industry has been in a transition period since then, largely because of their descended global prices, the tightened national policy, and the shrinked downstream demands. There has been a pressing need for the industry to be strong and optimized, rather than expanding and aggressive.JT company has been a dealer of nonferrous metal for more than fifteen years as a private enterprise. It witnesses the growth of the nonferrous metal industry in China, especially in the past decades when growth was more rapid then ever before. After fifteen years, JT has made noticeable achievements in nonferrous metal industry. As the entire non-ferrous metal industry is in transition, it also expects a big transformation for itself. To set a strategy for the longer-team development that suits the company well becomes vital. Thus, the theme of this paper is to consider the current economic climate, to assess the trend of the entire industry, and to make a proper strategy for JT company’s development.This paper introduces the history and main schools of strategic management theories. The corresponding analysis on the strategic environment inside and outside of JT company is carried out with PEST model, SWOT analysis, and baud model. Advice about the next five year’s development is given to JT on the basis of my understanding of the theory and knowledge, including the product differentiation strategy and horizontal integration strategy. In general, the company can make use of the current environment and the competitive advantage, strengthen product differentiation strategy, and seek opportunities to merge with peers in the same industry. This paper also proposes to extend the brand advantages, optimize the internal management of enterprises, pay more attention for human resource, and to ensure the implementation of enterprise development strategy.