Research Of The Competitive Strategy Based On Refrigerant Products Of SDDY Company

SDDY company was founded in 1987, and the main product was anhydrous hydrogen fluoride in the initial stage. With the continuous development, SDDY company has became one of the largest companies which dedicated to the production and development of refrigerant products. The products include R22, R134 a, R410 A and so on. With the refrigerant industry growing, the market becomes increasingly competitive. SDDY company occupies huge market share, but still needs to adjust the strategy to cope with economic competition in the changes of the market environment. This paper is committed to explore the company's strategy of competing, and to use effective development and implementation of competitive strategies to promote the company business development faster and better.SDDY company has made outstanding achievements in the domestic refrigerant industry. However, the development of SDDY company is restricted by the products in the single field and the weakness of new product R&D capability. In this paper, lots of researches have been done by combining quantitative and qualitative analysis method on SDDY company. The external environment with PEST analysis and competitive environment with five competitive forces model analysis are done. Additionally, the analysis of internal resources and the value chain are done, simultaneously the company's core competitiveness is confirmed after the analysis and comparison by competition matrix.While using the analytic hierarchy process and internal and external factor evaluation matrix, the reasonable evaluation for internal and external business environment is done.These efforts have laid good foundation to develop strategies, but also has good reference value for SDDY company to develop and implement competitive strategies.Furthermore, a clear strategy for the future goals has been made based on the company's existing competitive strategy. SWOT analysis is done to clearly analyze the external opportunities, threats, strengths and weaknesses in the enterprise development.Simultaneously, the optimal competitive strategy is proposed by the strategy plan matrix.Then, the implementation of the competitive strategies are analyzed to choose the best competitive strategy, and some measures are proposed for the implementation of strategy development process. These efforts have good scientific guidance for SDDY company to maintain a competitive advantage in the changeable market competition.