| Enterprise strategic management has gradually become the highest-level comprehensive management subject,and has increasingly become the key to enterprise success.Especially when enterprises face transformation in order to deal with market fluctuations or market competition,the correctness of enterprise strategy is particularly important.As a traditional international trading enterprise focusing on the export of China’s high-quality power T&D primary product,XY company is facing huge market challenges and urgent demand of transformation.On one hand,China’s power equipment manufacturing industry has fully realized self-sufficiency after decades of development and has the adequate capacity to equip the world.But due to redundancy of capacity development,domestic enterprises especially private enterprises,are facing fierce market competition.On the other hand,due to the rapid iteration of Internet technology and the disappearance of filed bonus brought by information asymmetry,the traditional international trade industry has also suffered an unprecedented impact.Under this background,the development strategic planning and research for XY company is of great significance to the development of XY company.Taking XY company as the main research object,this thesis aims to scientifically analyze and determine the development strategy of XY company through combing and learning the development strategy theory at home and abroad and based on the classical theoretical knowledge system of strategic management,so as to help XY company realize transformation and get rid of the business problems of weak enterprise operation and decline in operating revenue and product gross profit margin to achieve sustainable growth.This thesis uses classic internal and external environment analysis tools,such as PEST analysis,Porter Five Forces analysis,strategic group analysis and value chain analysis,to deeply analyze the external and internal environment of XY company through the combination of theory and practice,so as to identify the external opportunities and challenges faced by XY company,as well as its internal advantages and disadvantages.The analysis shows that XY company has the internal advantages of high-quality upstream resources in the industry and the external opportunities of a large number of excess capacities that can be utilized in China,which gives XY company the media for upward control of upstream resources.However,the insufficient capacity of local power equipment manufacturing in non-North America and Europe and the clear policy of encouraging foreign investment in local manufacturing give XY company advantage for investment in the target market and the establishment of local sales team.Through SWOT analysis,the development strategic direction of XY company is determined.Combined with the internal advantages and external opportunities of XY company,the choice of vertical integration strategy is clarified,and the action plan and guarantee measures of XY company’s vertical integration strategy are formulated,which provides a scientific theoretical basis for the development of XY company. |
