A Study On Development Strategy Of Fangshan Company

This thesis firstly overviews the theory of enterprise strategic management and introduces its related analysis tools, and completes recent literature review about enterprise strategic management, secondly introduces the background and profile of Fangshan Company, points out the problems facing Fangshan Company, and considering the enterprise development target, discusses the necessity for development strategy study, thirdly analyzes the external environment of Fangshan Company, including macro and industry environment, then summarizes and evaluates the external opportunities and threats by using External Factor Evaluation matrix, fourthly analyzes the internal environment of Fangshan Company, including internal resources and internal capability, then summarizes and evaluates internal strengths and weaknesses by using Internal Factor Evaluation matrix, fifthly considering the enterprise vision, enterprise mission and enterprise development target, discusses the general approach for the selection of Fangshan Company’s development strategy, and uses Strengths-Weaknesses-Opportunities-Threats (SWOT) Matrix, Strategic Position and Action Evaluation (SPACE) Matrix and Quantitative Strategic Planning Matrix (QSPM) for strategy analysis, selection and confirmation, then concludes the intensive development strategy including products development, market penetration and market development, finally for the effective implementation of the selected development strategy, considering the enterprise development target, discusses the general approach for strategy implementation and proposes related key actions.