The Research On Development Strategy For L Trading Company’ Coal Business

L Trading Company was founded in 2008, it’s the holding subsidiary company of Liaoning Chengda Limited company which is a listed enterprise. At the beginning of L Trading Company was established, it mainly engaged in domestic and foreign trade of aquatic products, grain and timber and other bulk commodities. In the second half of 2008,due to American’s "subprime mortgage crisis” and the triggered global economic crisis,L Trading Company’s business was severely impacted. Facing with the adverse market environment, L Trading Company actively developed new business. After extensive market researcli, the company ultimately determined to engage in coal business, so as to provide coal procurement and supply services for coal-&ed power plants. After 4 years of development, L Trading Company’s coal business achieved a good operating performance, the rapidly became the pillar business of the company.At present, domestic and international coal market is unusually subdued, and coal trade market competition is becoming increasingly fierce,that makes L Trading Company’s coal business face seva-e market challenges. In such, a market situation,to develop the coal business development stotegy is very urgent and necessary to the company. This tiiesis follows the principle of integrating theory with practice, and the tiioughts of finding problems,analyzing problems, and solving problems,formulates the strategy for the company to develop coal business.The main body of the thesis has five parts. The first part is the theoretical review,introduces the theory of the strategy environment analysis and enterprise development strategy.The second part analyzes the external environment of L Trading Company’s coal business,mainly analyzes the macro environment and industry competition environment. The third part is the analysis of the internal environment of L Trading Company,Including the basic situation, organization structure, staff and coal business status. The fourth part takes SWOT analysis for L Trading Company’s coal business. The fifth part draws up development strategy for L Trading Company’s coal business.