Strategic Thinking On Haitian Company 's "Second Entrepreneurship"

Restarting business of private enterprise is the next stage after the first successful starting of the business which is attributed to virtue of entrepreneur’s courage, spirit of adventure, innovation consciousness, and unconventional mode of operation that made the enterprise getting extraordinary development during the fist starting.Almost every enterprise in development has the stage of restarting business. But most of the private enterprises have difficulty during this period limited to their own business philosophy, management level etc. It is important for the vast majority of private enterprises that are struggling in the economic crises to grasp the key factors of success and find suitable path of the restarting.Although have been in the enterprise engaged in management work for a long time, I’m deficient in theoretical management. Through years of college study, I learned a set of preliminary business management theory course. It is my target to write this paper to use my knowledge learned to the practice of business management.Following is the main contents of the paper:1. PESTEL method is used to analyze the macroscopic environment of the industry and the company engaged in. Potter five-force model is used to do competitiveness analysis for carbon industry.2. VRIO framework method is used to analysis core competence of the company.3. SWOT analysis method, IE evaluation matrix and QSPM model are used to determine the company strategy and resolve difficulty in management of the company.4. By means of market segmentation and positioning, determine the company’s strategy of marketing mix, and through the establishment of efficient management support system and find strategic partners to achieve the company marketing strategy.The main conclusion:Firstly, changing idea of management philosophy is the key of success in restarting the business. We should rely on high-quality professional team, not only few management people, to make the enterprise competitive. Otherwise, everything is theoretic.Secondly, in the case of the current downturn of market and lack of sales, it is necessary to take measures to open the market, especially focus on high quality customers to pull production scale gradually.In third, in the case of lack of funds, idle of land and equipments, it is shortcut to introduce partners to establish joint venture. By cooperation with other carbon enterprise, capital and talent can be introduced to expand market share rapidly, and may achieve good operating results.Fourth, solid company of supply and marketing chain, reduce cost of purchase and market development by unite up and down stream business to established strategic cooperative partnership alliance.