Sinochem Guangdong Rubber Branch Development Strategy

Sinochem Guangdong Imp. & Exp. Corp. Rubber & Plastic Branch is a subsidiary of Sinochem Guangdong Imp. & Exp. Corp, which is the leading chemicals import and export company in south China and located in central city of southern China-Guangzhou. In early 90's, as China was transferring from central economy to market economy, privilege endowed by government was getting less. Unfortunately, the company failed to deal with this fundamental change and suffered from a decline of turnover and profit. How to survive and develop in an open market? The company needs new development strategies.This article analyzes conditions inside and outside the enterprise as well as the opportunities and threats by using theories of enterprise strategic management, points out the main problems of the company are uncertain market positioning and lack of core capacity. It is also indicated that international trade will be the main sphere of the company in the future, and the company is going to be a products and service provider in rubber plastic and light industry products. The company should apply integrative strategy, expand both forward and backward to control resources and end market and develop its core capacity.This article consists of five chapters. The first chapter states the background, aim and significance; The second chapter looks back the history of the company; The third one analyzes conditions inside and outside the company; The fourth chapter figures out the tenet and aim of the company, work out an strategy for the company; The fifth chapter describes how to apply the strategy.