Research On Development Strategy Of A Fire-resistant Coating Company

With the development of the domestic economy,fire-resistant paint market has increased in recent years.Founded in 2004,A Company is a comprehensive national high-tech enterprise integrated with research and development,production,sales and construction of fire retardant coating.It has become a famous brand company in China with the strongest strength and best quality concerning fire retardant coating production and construction.Further,it enj oys high reputation at home and abroad.However,at present,A Company is confronted with great external pressure such as strong product homogeneity,unclear product standard and impact of international brand.What's more,the single marketing channel,capital shortage and insufficient research&development capacity etc restrict its further expansion.This paper used PEST,Michael Porter five forces model and SWOT models to analyze the status of industry,existing problems and development directions,provide a new growth path for A company by combining practical situations and then lead its transformation from savage management to fine management via document literature,professionals interview and market survey etc aiming to obtain sustainable competitive advantages and maintain its leading position in the rapidly developed coating industry.Based on analysis on fire retardant coating industry as well as A Company's current situation and existing problems,this paper put forward the following suggestions:(1)A company should develop centralization strategy.(2)concerning brand strategy,introduce the first-line and second-line international brands such as CRUPE to fill the product fault with price between 3,500-10,000 yuan/ton aiming to achieve all-around price and category coverage in middle and high-end markets.(3)concerning product strategy,it is suggested that two international brands OASIS and CRUPE shall involve with a full range of products including steel structure,tunnel and cable fire retardant coating to satisfy demands of high-end large projects.For Oasis-alp brand,A company shall focus on fire-resistant coating for steel structure and increase capital input to promote product research and development,which can change the current passive situation by purchasing the formula of international bands and then conducting production after improvement.(4)from the perspective of channel strategy,A company shall expand towards second-tier and third-tier cities gradually to achieve channel sinking,conduct prefecture-level distribution systems based on the direct selling model,invite industry elites and promote joint venture growth of entrepreneurs.Give full play of internet advantages;Integrate online and offline superior resources;achieve 020 sales channel.(5)from the perspective of organization framework,A Company shall strengthen range of functions of human resource department and R&D department and add the finance department.Meanwhile,A Company shall reestablish the marketing center to conduct regional management and set up sales centers in various regions.