Research On Development Strategy Of Y Rubber And Plastic Co.,Ltd.

The world tire industry is large in scale,highly developed and relatively stable in development.China’s tire industry started late but developed rapidly.In the process of continuous development,transformation and upgrading,China’s tire industry is also facing extensive development,overcapacity,high degree of product homogeneity,imbalance between market supply and demand and other problems.In the past five years,with the comprehensive deepening of China’s reform,the mode of economic growth has shifted from growth protection to structural adjustment,and the tire industry needs to solve the problem of overcapacity.The industry is facing a major reshuffle and quite a number of small and medium-sized tire enterprises are in danger of being eliminated.However,at the same time,the tire industry is undergoing a new round of upgrading the industrial level,optimizing the industrial structure and realizing transformation and upgrading.Facing the increasingly fierce competition in China’s tire market and the adjustment of policies,a large number of small private enterprises must assess the situation,seize the opportunity and meet the challenges.This paper takes Y Rubber and Plastic Co.,Ltd,a small private enterprise in Dongying city,as the research object.Y Rubber&Plastic Co.,Ltd.focuses on the tire business,strictly stresses the product quality and actively expands the market.At the same time of development,there are many problems:the company’s development strategy is not clear enough,the tire production technology content is low,the added value of tire products is low,the enterprise’s own brand value is low,and the enterprise’s ability to resist risks is insufficient.As the focus of the international tire market shifts to the Asia-Pacific region,the demand for high-end and medium-end tire products is increasingly strong.With the acceleration of the internationalization of China’s tire industry,the degree of market opening is becoming higher and higher,and the competition in the tire industry is becoming more and more fierce.Small tire enterprises do not have the advantages of scale,small business volume and low market share.Under the increasingly innovative competition situation,they need to be transformed and upgraded to strive for greater living space.Based on a careful study of relevant documents in the tire industry at home and abroad,the author collected a series of data on the production and development of Y Rubber&Plastic Co.,Ltd.’ s diagonal tire,engineering tire,motorcycle tire,electric vehicle tire and plastic pipe.PEST analysis tool was used to analyze the macro environment of the tire industry,and five forces model analysis method was used to analyze the industry competition of Y Rubber&Plastic Co.,Ltd.;In the aspect of internal resource analysis,the company has been briefly summarized,value chain analysis,internal resources analysis conclusion and analysis of problems existing in management.It has clearly and accurately grasped the internal advantages and disadvantages of the company and provided practical basis for the subsequent selection and formulation of the company’s development strategy.After that,the company’s development strategy was analyzed and selected by using SWOT analysis tools,and the best strategy was WO strategy.Then,with the clear positioning of the company’s internal development strategy,the company’s growth path analysis,selection and development strategy planning were carried out,and a series of specific strategic implementation measures were put forward,including increasing investment in research and development and continuous technological innovation.Building its own strong brand and taking a differentiated marketing route;Optimize the department setup.perfect the company system and strengthen internal control;Optimize product structure and realize scale advantage.Finally,the implementation of the development strategy is discussed from the perspectives of human resources,team building,information management and corporate culture.Based on the theory of development strategy,this paper studies the development of Y Rubber&Plastic Co.,ltd.It provides strategic choices for the company’s leadership The research content in this paper reflects the common problems and perplexities of many small tire enterprises.The selection and formulation of development strategies in this paper have reference value for most similar enterprises in the same region.