Research On Development Strategy Of Changshu Longfa Aluminum Industry Co., Ltd

Aluminum occupies an indispensable place in the national economy, which is widely used in architecture, package, transportation, daily necessities, electric power and so on. So the market capacity of aluminum is very large. The state controls the resource-consuming products including mining and aluminum ingot, as a result, the middle and lower reaches of this industry is full of competitions.Changshu Changfa Aluminum Industry co., Ltd has finished its primary accumulation after sixteen years’ development. However, under new economic circumstances, there exists large deviation in development. Slow development, fast employee turnover and quick customer loss all appears in the last three years. That is to say, it comes across adversities.This paper takes Changshu Changfa Aluminum Industry co., Ltd as an object of study. Through the market investigation and analysis, inner resources estimate, professional advices, internal repeatedly discussions, as well as the use of theoretical knowledge in<Strategic management> that learned in Fudan University, it put forward "continuous improvement and innovation" as enterprise spirit, and "to be the valuable aluminum processors" as company vision. We are to be the best among the aluminum industry.By the methods of industry focus, horizontal integration and supply chain extension, Changfa is to fulfill its five-year strategic goals:"Before2017, we are to do CNY100million in sales, to reach CNY60million in annual profits, and the market share of extinction electrophoresis products reaches the first prize in China."To realize the strategic goals, Changfa Aluminum Industry co., Ltd also further optimizes the organization structure, KPI system, information construction, and enhances the risk management, culture construction, training system and market expansion.