Kehua Company——An Analysis Of Development Strategy Of The Medium And Small-Sizad Foreign Trade Enterprises

This case paper consists of the two parts of the case and the paper.In the part of the case, there are three sections describing in the order of time the background of the establishment, operational process, which is the main part, and the current situation of Kehua company . In the section of the operational process, based on the features of the main product lines, the background, present situation and the measures taken and result achieved are described respective for the four stages, focusing on the problems the corporation is with and the difficult situation the corporation is in at present.The section of paper, summary of the experience and lessons for the corporation has been made for the last 7 years, indicating the vital problem with the corporation--the nucleus competitive advantage has not been formed yet. In order to analyze problems Kehua company is facing, the reform history of the foreign trade system and the present situation, positions and functions which some medium and small-sized foreign trade enterprises are in, at the same time cited some problems the enterprises are facing. The comparison has been made of advantages and disadvantages between the medium and small-sized foreign trade enterprises and the large-sized ones, international enterprises and joint ventures, discussing in strategic management theory the source of the kernel compatibility for the medium and small-sized foreign trade enterprises. Finally, on the basis of the foregoing analysis, strategic selection scheme was made out for Kehua company and a discussion as to how to form the kernel compatibility is also made.