| This thesis consists of two parts: the case and the case's analysis.In the part of the case, the following situations of Guangzhou Yuehua Co., Ltd. were specified, i.e. its marketing management, after sales services, development history, sales history, sales current situation and its development target as well as the background and the marketing competition in this field. Besides, some environmental changes outside the company was described, and Guangzhou Yuehua Co., Ltd. fell into embarrassment to put forward the future strategy due to the fierce competition in the market and its slow development in the field.In the part of the case's analysis, through analyzing the development problem of the company with the theory and the way of the strategic management, PEST Macro Environment and Porter's Five-Power Model, furthermore analyzing the external environment, the management, the train of value and the enterprise's culture inside the company, subsequently, the core competitive capacity in the market with the advantages of technology and service was found in the company. On this base, Guangzhou Yuehua Co., Ltd. was undertaken the analysis by SWOT. The advantage, disadvantage, the challenges and the opportunities in the company were discussed. As result, the strategies for the development, the operation and the functional strategy were put forward, at the same time, some cautions were emphasized to be aware of while carrying out these strategies. |
