Research On XY Company’s Development Strategy

With the transformation and upgrading of enterprises,the reduction of capacity in the iron and steel industry and the continuous adjustment of the national supply-side reform,welding materials show a steady and rising trend.Welding material industry from high-speed development to scientific development,product structure gradually tends to reasonable.According to incomplete statistics,during the 13 th Five-Year Plan period,the total annual output of welding materials in China has always been more than 4 million tons,accounting for more than 50% of the world’s total output.During the 13 th Five-Year Plan period,the total output of welding materials increased by about 550,000 tons,an increase of about 13.7%,with an average annual growth rate of about 2.7%.The proportion of welding rods decreased from 41% to 35% year by year;The output of solid welding wire for gas protection increased steadily year by year,accounting for 40% to 44%,with an annual increase of about 1%.The total flux cored wire increased steadily year by year,but there was no structural change,accounting for 8%～10%.The output of submerged arc welding material is basically stable at 450,000 ～ 500,000 tons,accounting for 10%-11%.XY company is a provincial investment group company subordinate unit in sichuan province funded scientific innovation type welding materials production enterprises,while the highlight of the achievements in scientific research and technology,but its operating conditions is struggling,so by means of enterprise strategy analysis for the XY company develop strategy and implement security measures is the priority.First,this thesis studies and analyzes the relevant domestic and foreign literature on enterprise strategy,and grasps the basic theoretical methods of enterprise strategic management.Then,it analyzes the external environment of XY Company,uses PEST analysis tools and Porter’s Five Forces Model to deeply analyze the overall external environment of the welding materials industry and the core competitiveness of XY Company,and summarizes the opportunities and threats XY Company faces in its business development,On this basis,EFE matrix analysis is established to find the weighted scores corresponding to opportunities and threats so as to establish the coordinate system of SWOT combined strategy selection in the later stage.Secondly,analyze the internal environment of XY Company,summarize the role of XY Company’s tangible and intangible resources in the company’s operation and development,and use the value chain analysis tools to find out the key value-added links in the company’s production and operation.Finally,summarize the two strengths and five weaknesses in XY Company’s production and operation,and establish an IFE matrix based on this,and calculate the weighted scores of the strengths and weaknesses,It provides quantitative data support for establishing the coordinate system of SWOT combination strategy selection.Next,under the support of the conclusions formed by the external environment analysis and internal environment analysis,we clarified the four combination strategies of WO,SO,ST and WT,established a SWOT matrix,established a strategy selection coordinate system,determined that the combination strategy applicable to XY Company was WO strategy,and defined that the competitive strategy was the cost leading strategy,And around this strategy,three strategic implementation safeguard measures have been formulated,namely,"optimizing the organizational structure and management mode,technological transformation and capacity expansion,adjusting the product structure,and optimizing the strategic implementation safeguard measures of capital management",which have made theoretical analysis and guidance for XY Company’s survival and sustainable development.