Research On The Development Strategy Of JBW Steel Company

JBW Iron and Steel Company is a steel joint enterprise integrating sintering,ironmaking,steel making and rolling materials.As a key local iron and steel enterprise,the overall development and strategic plan of JBW steel company have an important influence on the stakeholders including local government,and enterprise employees.At present,the steel industry is speeding up adjustment,the growth rate of product demand slows down and the ecological environment requirements in the region are more stringent.In addition,it lacks strategical analysis and considerations regarding its own merits and demerits.However,JBW steel company has not formed and formulated the enterprise development strategy.It is not conducive to the enterprise to positively and steadily respond to the changes of the industry development requirements and market demand,and to realize the high-quality development.Considering the status quo,the enterprise should comprehensively study and coordinate the internal and external environment,intensify the research and formulation of development strategy,put forward the specific measures for the development direction of key business and improve its competitiveness,so as to lay a good strategic planning foundation for the long-term development of the enterprise.This paper takes JBW Iron and Steel Company as the research object,and is based on the relevant theories of enterprise development strategy.First,the analysis method of PEST and five-force analysis model are used to analyze the external environment of its steel production and sales.The conclusion is that the enterprise is facing the opportunity of the steady development of the national economy,high level of steel consumption and the improving business environment.Meanwhile,it is confronting the following threat:the policy of tightening the output of crude steel,strict requirements of ecological environment and the customer's new product demands.Through the analysis of the resources and capabilities of the internal environment,it is concluded that the enterprise has the advantages of low cost of production factors,technical and financial support provided by the group headquarters,solid technology foundation on the energy saving,consumption reduction and environmental protection,combine with the disadvantages of being far away from the main market,the obvious homogenization competition,and the shortcomings of human resources short.Through the matrix of SWOT,it is analyzed and concluded that the company should implement the combined development strategy of taking WO strategy as oriented and ST strategy as auxiliary.The company is supposed to be equipped with company-level strategies,which takes cost-leading strategy as the basis,product development as the direction,diversified expansion as strategic strength and internal development as strategic path.It is supposed to be the company's main focus to optimize product structure to build new product production line,develop and build industrial tourism project,explore industry city integration to promote circular development.Finally,the paper puts forward the guarantee measures for the strategic implementation from five aspects: strengthening the whole-process linkage system of production and sales,enhancing the construction of system and mechanism,improving human resources management,continuously leveling up the capacity of safety,environmental protection and the informatization,and expanding the effect of reducing cost and increasing efficiency.Through this paper,the writer hopes to provide useful reference for the company's sustainable and high-quality development,as well as other similar enterprises.