Research On The Development Strategy Of CR Group Co., Ltd

China is a country with huge manufacturing power in small household appliances industry, and is moving into stronger stage. With the plan of " Made in China 2025" recently introduced and advocated by Chinese government, the small household appliance industry will become more bigger and stronger, enter into the accelerate historical stage. In addition, with the improvement of living standards, people have a gradual shift towards the high-end trend, and the consumer demand for small household appliances will also lead to a new development opportunities. But the slowly recovery of the major European and American economics, and some purchase power have been transferred to other developing countries of Southeast Asia, which have caused more complicated competition for China’s small household appliances industry. Under the current economic situation, the small home appliance industry appears to decline in export volume, lower margin, and accompanied by a number of disorderly competition and other problems.Therefore, analyzing the CR group’s information and backgrounds, and draw out a series of strategic planning and strategic objectives will be a positive and practical significance.Taking the development situation of CR Group as the research object, analyzing the main theory of enterprise strategic management, combining with the industry competition situation, this thesis draws a conclusion of company’s long term strategic planning and discusses how to make a change from chance success to strategic success.The main works of the thesis listed as following:1. Based on the analyzing of the macro environment and industry status, this thesis points out that small household appliance industry develop rapidly and tend to be stable overall, but competition in the industry intensified, and opportunities and threats co-exist in the same time; to adapt to the development, CR Group must formulate enterprise strategy according to the internal and external environmental change, and getting the conclusion of the development strategy direction.2. By using analysis tools like SWOT and considering key factors of other strategic choice, this thesis ultimately determines that the development route of CR Group should be penetration-oriented overseas market strategy and develop-oriented domestic market strategy.3. Build CR Group’s overall development strategic objective system, and study the possible problems may happen in strategy implementation and corresponding solutions; propose strategies to allocating resources needs and present prospect of effect after implementation.Through this research, make sure that CR Group’s strategic development and the implementation can be more standardized and reasonable, provide the company with scientific development guidance, and put forward to specific measures in the strategy implementation process.