Study On Development Strategy Of Saikeda Company

As a listed new material company and a market leader in domestic composite industry, Shanghai Saikeda Composites Co., Ltd. (hereinafter referred to as Saikeda) has been focusing on the development, production and service of new material.There is a golden new opportunity for Saikeda that thousands of normal families could afford buying passenger cars and the Government begins to implement the strategy of supporting enterprises being global. Challenge and opportunity coexist. It’s confronted with new challenges for composite application on car lightweight which is caused by the development of global new energy vehicle. Under the competing situation of national market internationalization, enterprises’ earnings grows are slowing down.It is crucial important for Saikeda to make a development strategy in a medium and long term. In such a critical development period, how could Saikeda keeps continuous increasing under the situation of continuous upgrades for composite technology and customer diversified demands? How could make its domestic marketing leader role to be global and then become an excellent global new material enterprise under such a fierce market competition?Under above background, the writer makes Saikeda as his study object and analyzes the existing problems from the management point of view. Using the research methods of combination of theory with practice and the combination of qualitative and quantitative analysis, this writer makes the external environment, internal environment, strategy analysis, strategic decision-making and strategy implementation as its key research points. Firstly, the writer analyzes the macroeconomic environment and industrial environment confronted by Saikeda with PEST method; Analyzes the competition environment for Saikeda using the Five-force Model. Secondly, the writer analyzes deeply the strength, weakness, opportunity and threats for Saikeda with SWOT method. Thirdly, the writer makes the 2013-2020 Development Strategy for Saikeda referring to the analyzing results of the external environment, internal environment and SWOT. Finally, the writer practically proposes the development strategy implementation ways from six perspectives: organization reforming, marketing strategy, administrative system, human resource, corporate culture and leadership.