Research On The Development Strategy Of G Chemical Co.,Ltd

In recent years,with the new chemical material industry listed in the national "13th Five-year Plan" development focus,the new chemical material industry has increasingly become the key area to seize the development highland in the region,showing a high-speed development trend,and its subdivision of the chlorinated polymer material industry has also ushered in new development opportunities.As an early enterprise in the chlorinated polymer material industry,G Chemical Co.,Ltd.has taken the lead through many years of innovation and development,and has become a manufacturer of middle and lower reaches chlor alkali products integrating production,operation,research and development and import and export trade.Its main products,such as chlorinated polyvinyl chloride(CPVC)resin and high chlorinated polyethylene(HCPE)resin,which are independently developed and produced,have good heat resistance,acid and alkali resistance,and the quality has reached the international advanced level.Now they have been widely used in more than 20 fields,such as chemical building materials,pipes,pipe fittings,plates,wires and cables,waterproof rolls,adhesives,coatings,etc.,and they are popular in America and Southeast Asia More than 30 countries and regions including Asia,the Middle East,India and South Korea.However,it should also be noted that due to the complexity of the international situation,the downward pressure of the domestic economy,as well as the limitations of domestic environmental protection policies and existing technology level,the market demand and raw material supply of chlorinated polymer industry fluctuate greatly.In order to grasp the development opportunities of the industry and achieve the long-term development goal of the enterprise’s growing and strengthening,it is necessary to comprehensively analyze the external environment and internal conditions of the enterprise,develop the development strategy suitable for the enterprise itself to guide the enterprise practice.Through field research,case study,comparative analysis and other research methods,this paper adopts PEST Model,Porter’s Five-force Model,EFE(external factor evaluation)Matrix,IFE(internal factor evaluation)Matrix,Value Chain theory,and other tools of enterprise strategic management,and fully considers the development law and characteristics of chlorinated polymer industry in which the enterprise is located,and analysis the opportunities,threats,advantages and disadvantages of G Chemical Co.,Ltd.,It is concluded that the company not only faces opportunities such as huge market potential,favorable industry subsidies,but also faces threats such as stricter environmental protection policies and lower demand for product substitution;it has advantages such as strong R&D capability,advanced and mature production technology,large market share,but also is restricted by the structural shortage of talents,low efficiency of capital operation and narrow financing channels.Based on the SWOT analysis and the mission,vision and goal of the company,this paper draws the conclusion that G Chemical Co.,Ltd.should adopt the growth(expansion)strategy from the perspective of the strategic situation of the company,and then combines the growth strategy and the actual situation of the company to formlate the market penetration strategy and the vertical integrated development strategy.Finally,combining with the key links of the value chain of G Chemical Co.,Ltd.,this paper puts forward three strategic implementation measures:expanding the supply channels of raw materials by the alliance of production and research,continuously expanding the production scale by relying on product innovation,improving the marketing network,and speeding up the domestic market expansion,as well as strengthening the efficiency of capital operation,strengthening the construction of innovative talents,and establishing an efficient organizational structure safeguard measures.The research results of this paper close to the reality of G Chemical Co.,Ltd.and have a targeted guiding role for enterprises.At the same time,it also has some representativeness and innovation in case selection,which expands the research on development strategy in the field of chemical industry,and can provide reference for the formulation of strategy in the same industry.