The Research On The Development Strategy Of Mendale Home Textile Co., Ltd.

As a well-known listed company in domestic home textile industry,Men dale Home Textile Co.,Ltd.(hereinafter referred to as Mendale company)is facing severe external situation and operating pressure.It is very important for the development of Mendale Company whether it can formulate a feasible business development strategy and whether it can formulate safeguard measures to ensure the implementation of the strategy.The purpose of this paper is to satisfy this demand.Guided by the advanced strategic management theory and analysis method at home and abroad,I systematically analyze the external environment and internal resources of Mendale Company,discuss and determine the development strategy of Men dale Company,and discuss the strategic mode that Mendale Company should adopt in its operation.A good functional mechanism to ensure the implementation of the strategy will help Mendale to break through the current business bottleneck and realize the transformation of its business quality to a better and faster direction.Firstly,this paper adopts PEST analysis method,five forces analysis model,SWOT model to analyze the external environment and internal resources of Mendale systematically.Finally,it is concluded that Mendale's external opportunities for development are still acceptable and its own advantages are strong,but it needs to further improve its internal management ability.Secondly,according to the method of annual average growth rate,I calculate the operating target of Mendale Company to reach 2.031 billion revenue in 2018,and determine that Mendale Company should choose home textiles,home furnishings and services as the pillar industries.Referring to the strategic clustering model,I determine the specific strategy of the company's three major sectors,in addition to making good use of existing products.In addition to market strategy,the home textile sector should focus on product diversification,while the home and service sectors should focus on integration strategy.Thirdly,the author uses competitive strategy theory to compare the strategies that Mendale Company should adopt in its management,and deduces that the home textile sector should choose the cost-leading strategy,the home sector should choose the differentiation strategy,and the service sector should seize the market quickly by controlling the cost.At the same time,this paper also completes a systematic analysis and discussion of the functional strategy of Mendale Company,mainly including marketing and other strategies.Finally,in order to ensure that the development strategy of Mendale Company can be effectively landed,this paper designs a safeguard plan for the implementation of the strategy,including the establishment of a leadership group led by the chairman to promote the implementation of the strategy and other measures.Home textile industry has always been a traditional labor-intensive industry in China,which has made outstanding contributions to national economic growth and people's employment.Most domestic textile enterprises in China have been transformed from the original state-owned enterprises,and Mendale Company belongs to this kind of enterprise.To some extent,the problems of Men dale Company are also common problems in the industry.Through the in-depth study of the current situation of Mendale Company,we can formulate the development strategy in line with the company's development.To a certain extent,we can also provide a reference for the state to formulate industrial revitalization policies,optimize the layout of the home textile industry,and the common development progress of enterprises.