Study On The Competitive Strategy Of Jiatai Company

With the development of China's economy smoothly, especially after China joined the WTO, chlorine-alkali enterprises in domestic formulate a development strategy and competitive strategy according to the policy, the market and technology, the changing economic environment. It has become the principal topic to be resolved in various enterprises how to establish viable competitive strategy to achieve the company's overall strategic plan according to internal resources conditions and changes in the external environment. On September 29 2003 the state carried on "anti-dumping" policy, the main PVC products for the chlorine-alkali industry in China is leading an unprecedented development; meanwhile, enterprises are having fierce competition increasingly between them. Xinyi Jiatai Chemical Co., Ltd, Jiangsu (Jiatai Company for short) is a private enterprise from restructuring state-owned enterprise. It must carefully analyze the environmental changes, grasp the opportunities and avoid the threats, use the internal strengths to overcome their mistakes, identify business strategy, and correctly formulate an enterprise's overall development strategy and competitive strategy. Really establish a market-oriented, client-centered management system, operation mechanism and market expansion mode with beneficial results and the market competitiveness.Based on a case study, through PEST analysis, the five competitive forces model, the value chain, SWOT analysis, combination of qualitative and quantitative methods from different views, the author expounds the changes of macroeconomic environment, trade and development trends, industry characteristics and competitive environment changes; sums up internal resources conditions; gains the opportunities and threats of external conditions, acquires the advantages and disadvantages, and draws a SWOT matrix, then illustrates strategic plans of the company, including strategic positioning, strategic choice, the implementation of the strategy and other issues. Cost leading strategy is a clear and basic competitive strategy of the company. Reconstruction of an enterprise's value chain is a important way for the company to obtain the lowest total cost; to achieve the lowest total cost, Jiatai company must focus on enterprise resource integration, creating enterprise value chain, using cooperation to optimize its energy structure, operating management, saving energy, having import of raw materials in order to attain a certain competitive advantage.The final chapter shows security measures to implement the low-cost competitive strategy. To ensure the effective implementation of strategy, Jiatai company must focus on building highly efficient organizational structure, human resources management as per professional standardization; strengthening and diversifying marketing channels and marketing terminals, and upgrade management, cultivate advanced corporate culture, so as to enhance the cohesion, core competitiveness and combat of sustainable development.The theory and practice herein are combined closely in the thesis, the effectiveness of result of study is strong, the result helps to facilitate distributing the strategic resources of the company, to facilitate guiding and unifying various administration and homework activity in the company, to facilitate training the strategic consciousness of the administrative staff of the company, to help them set up and meet the consciousness of the environment. The result also helps them establish and obtain competitive thought of advantage. It will draw lessons for similar medium and small-scale chlorine-alkali chemical industries to make development and gain competitive advantages.