Development Strategy For CX Kitchen Supplies Company

Founded in 2011 in Shenzhen,CX Kitchen Supplies Co.,Ltd.mainly engages in the trade of kitchen supplies such as kitchen countertops used in fit-out projects.Its clients include real estate companies such as Vanke,Yanlord,and Jinmao,and various cupboard vendors.After the rapid development in past several years,CX company has encountered a bottleneck with its growth slowing down obviously.Considering the current situation of CX company,we need to analyze its internal and external environments,figure out its main direction of development,and find a suitable way for its expansion.This is key to CX company’s further growth.Based on the theory of strategic management and the status quo of CX company,this thesis analyses the internal and external environments,strengths and weaknesses,and opportunities and challenges of CX company using strategic analysis tools such as the PEST and SWOT methods.The aim is to clarify the importance of implementing strategic management in the company and to determine the strategic objectives and positioning.In this thesis,a strategy featuring sales growth and diversified development is proposed and measures in terms of organizational structure optimization,talent development,marketing and branding,business administration,financial management,and corporate culture development are developed to ensure that the strategy can be implemented successfully.CX company is only a small enterprise in the industry.However,as most apartments nowadays are fitted out before delivery in the first and second tier cities in China,this industry has high market value and huge development potential.How to get a piece of the cake in the industry depends on the wisdom and ability of enterprise managers.This study provides CX company with a strategy research report and is also referential for other small-and medium-sized fit-out contractors in China.