Research On The Internal Expansion Strategy Of Shandong Foundry Coke Co., Ltd

Today’s enterprise competition has entered the era of "strategic victory". Facing a dynamic competition, professional foundry coke manufacturing company-SHANDONG ZHUZAO JIAO CO.LTD needs to stand in accurate position, enhance theirs’unique core competencies to create sustainable competitive advantage. Beyond the existing competition, to find differences in positioning, it is not only good for the sustainable development of SHANJIAO, but also could help to optimize the existing coking the adjustment and industry structure upgrading. In base of existing domestic and foreign foundry coke industry information, this paper utilized strategic research and basic management theory and tools, pointing out that ShanJiao should make full use of the human resources superiority and innovation ability, select and implement differentiation competitive strategy, and also, internal expansion strategy. This paper also differentiated solutions and the Implement strategyThis paper consists seven parts. The first part, introduction, briefly talking about the topic significance, the logical framework and research methods, as well as possible new ideas and shortcomings; The second part mainly concentrates on the basic concepts and theoretical overview of metallurgical coke, foundry coke concept and strategic development. The third part, the author put PESTEL model into macro environment analysis, and use value chain analysis, industry life cycle analysis, Porter’s five forces model analysis, strategic group analysis to help run SHANJIAO strategic environmental analysis; The fourth part, the author put effort on the analysis of SHANJIAO resources, the ability and the stakeholders, using VRIO framework to establish the company’s core competitiveness; The fifth part used the SWOT analysis and the key to success factor analysis to make sure SHANJIAO should choose a certain sustainable development competition strategy accordingly; The sixth part describes a series of innovation and reform in the process of implementation of the strategy; the seventh section includes summary and research directions to the next step.The novelty of this paper is that the first, the analysis of the current situation of the domestic foundry market, this growing stage can be considered as an initial stage of the life cycle in foundry coke industry, and competition among enterprises is still limited to the price level which haven’t risen to the quality and service level. It identifies the most significant influence for SHANJIAO in this competitive industry environment. Standing on the current situation of SHANJIAO, the paper uses VRIO framework theory to identify the unique resources and core competencies; and then points out the critical success factors of the industry, as well as the advantages and disadvantages of the development strategy suggest to be used, the use of internal expansion of the development of strategic theory to determine the company’s future development strategy. These thinking based on the actual situation of the mountain coke which has strong operability, not only for mountain coke, but also have general applicability for domestic foundry coke production enterprises.