| China has become the major supplier of rare earth material in the world since the 21~stt century,but the advanced applied technologies of rare earth are monopolized by developed countries such as the US,Japan,European Union,etc.Domestically,the excess production capacity,the fluctuant market price,the strict State control and the tightened environment requirement are bringing profound impact to the development of rare earth enterprises.Mr.LI Ling of Southeast University conducts research on the development strategies of SR Company,a rare earth enterprise with the theories and methods of strategy management under such complicated context.The purpose of his research is to provide suggestions on the solutions of development problems for SR Company,as well as for enterprises of its kind.PEST Analyzing Model and Michael Porter's Five Forces Model are used first to analyze the external development environment of SR Company,including the situation of rare earth industry that SR Company involved in by politics,economy,society and technology,as well as the competition within rare earth processing enterprises and the relation between their supply and demand.Then,the internal development environment of SR Company is analyzed,including its background,financial position,core competence and risks and problems.Finally,the strengths,weaknesses,opportunities and threats of SR Company are listed and matched,leading to several strategy candidates.Based on the above analysis,Ling concludes that SR Company should implement Cost Leadership Strategy in priority,and consider Integration Strategy when appropriate.In order to facilitate the implementation of the strategies at the present stage,four measures are suggested in the end,including(a)improvement of management and integration capacities that benefit both strategies,(b)technology R&D and environmental improvement that relate to Cost Leadership Strategy,and(c)investigation on rare earth downstream enterprises that relates to Integration Strategy. |
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