AB Metals Company Ltd. Green Development Strategy Study

Recently,problems like worsening weather,decreasing resources and severe living environment become worse,which makes people pay more attention to "green" concept.Traditional economic development model,consuming more resources and at the same time polluting the environment,is the root of unsustainable development.To achieve sustainable development,economic model should be changed from traditional one to the one which consumes fewer resources,and causes less pollution to the environment.By adopting green development strategy,the enterprise can realize sustainable development of economy,ecology and society.Enterprises,as the main carrier of economic activities,shoulder the responsibility for green development.In this situation,it's advisable for enterprises to adopt green development strategy,in order to build resource-conserving and environment-friendly enterprises,to raise competitiveness,and to ensure the sustainable development of enterprises.With the rapid development of economy home and abroad,environmental problems have drawn much attention;therefore,whether AB Metals Company Ltd.,as a company with high pollution,high energy consumption,and resources consumption,can explore a green development model becomes an important factor in the future.Under this circumstance,it's essential for AB Company to adopt a suitable green development strategy and to raise its competitiveness by using its advantages while reducing disadvantages as well as using opportunities while avoiding risks.The paper first briefly introduces AB Company.By using PEST and Five Forces analysis method,the author analyzes the macro-environment of AB Company and then analyzes its internal environment.Finally the author forms SWOT analysis model.The author combines the result of SWOT analysis which lists the strength,weakness,opportunity,and threat of AB company with theory of green development strategy to put forward competitive green development strategy and strategic objective for AB company.AB Company should adopt Low-Cost strategy,supplemented by Differentiation strategy in business level.To carry out business-level strategy,the author puts forward functional-level strategy.AB company should strengthen its self-innovation ability in technology,build its green design and R&D system,improve its technological process,set up green production system,create green management,build up green marketing,and form its green accounting and audit system.In the end,the author comes up with relevant guarantee measures from five perspectives in Human resource,material,finance,system and corporate culture,to ensure the smooth implementation of the strategy.