The Development Strategy Research Of Germany Firm S In China

With the rapid development of China,as domestic demand of increasing production factor,adhesive industry is developing at an amazing speed.Adhesive has been used in various areas of industries.According to the market segmentation,most of the domestic market is mainly occupied by low or middle level quality adhesive products andlackingthe core technology and innovation.Adhesive productwith high added-value and differentiationstill mainly rely on oversea importing.Many foreign companies begin to notice this huge potential domestic market,and came into China.Germany firm S is a middle-sized chemical company in European market,which is coming to China to seek greater market space for development.It faces the vast market opportunities as well as the fierce competition from similar enterprises from domestic and oversea.Therefore,analysis of foreign adhesive enterprise environment,formulate a series of strategic plan and enterprise strategic target are practically significant.The main research content of this article includes the following sections:Firstly,analysis of the external environment of firm S.The external environment of firm S is analyzed from three aspects:macro environment,industry environment and competition.Using PEST analysis(Macro Environment Analysis)to analyze the firm S political environment,economic environment,social environment and technology environment.Using the Potter five analysis model to analyze adhesive industry environment and the firm S main competitors so as to identify the firm S external environment opportunities and threats,to provide the external basis for the firm S marketing strategic choice.Secondly,analyze the internal environment of firm S.Mainly focus on the firm S subordinate relations,organization and resource status so as to master the advantages and disadvantages of firm S to provide internal basis when facing the strategic choice in the future.Finally,the external factors evaluation,internal factors evaluation and SWOT analysis are carried out,which are based on S company's opportunities,threats and strengths.SWOT integration analysis of weaknesses,identifies strategy as a development strategy.On the basis of the developmental strategy of S company mission,objectives,overall development strategy and functional strategy to put forward suggestions on strategy implementation and control measures.Germany firm S represents many similar small or medium-sized chemical companies,which are coming from oversea and coming into China,encountering the same situation.It is a typical and representative case.The purpose of this article is based on the firm S marketing development strategy in China to make a thorough research and discussion,which not only has guiding significance for the S company's own development,but alsoprovides a certain reference value for other enterprises in the same situation...