| Polly Technology Development Co. Ltd (Polly-Tech for short hereunder) specializes in research,development,production and Polly Brand promotion for environmentally friendly,high-performance desiccant,which possess the most of patents of desiccants in this field in China. The features of the fiber desiccant which was independently developed by Polly-Tech has reached a level of "International Advance" . Polly-Tech has the ambition to be the leader of desiccant industry in China and even in the world. Anyway,as a small enterprise newly entering this field,it lacks capital,talents and experience and so on. Thus it shows highest importance for Polly-Tech to conduct research and plan of its development strategies.This thesis tries to analyze the external environments and internal resources of Polly-Tech in order to find out its external and internal advantages and possible risks for development and to choose and outline the development goal and basic and operational strategies for its realization. This thesis is consisted of three parts.The first part is summary of Enterprise Strategy theory,which briefly introduce the process,content,and method of Enterprise Strategy Management and the importance of draftingand studying Enterprise Strategy for Chinese enterprise. Strategy Management Process includes three stages:Strategy Analysis,Strategy Selection and Strategy Implementation. The basis method of Strategy Analysis is SWOT analysis by which the external environments and internal resources of the enterprise are studied to find out its strength,weakness,opportunity and threat to back up the finalization of enterprise mission and strategic goal. Strategy Selection is to determine the general strategy,development direction and development method of the enterprise based on comparison different scheme;while Strategy Implementation is to scheme for future actions to ensure the fulfillment of selected strategic goal and scheme. The author posits Chinese enterprises are weak in strength,backward in concept in Strategy Management compared with enterprises in developed market countries,while Strategy Management of enterprise itself is of great practical importance. A right development strategy is the key point if Chinese enterprises plan to stand firmly and succeed at the end in competition with foreign counterparts in global markets including domestic one.The second part is strategic goal of Polly-Tech and SWOT Analysis. At first the main business,technical level and achievement of Polly -Tech are briefly introduced. Then development goal is designed based on the clear enterprise mission with brand as core,sales as center,profit and cashflow as emphasis in consideration of the principal of market share. Perspective Goal is to make Polly as the most famous brand in environmentally friendly desiccant;Long-term goal (2006-2010) is to make Polly the best desiccant brand in China and famous in the international market;Mid-term (2003-2005) is to make Polly as desiccant brand with international recognition. Lastly,realistic basis are analyzed for fulfillment of the goal,that is,the strength and weakness of resources and external opportunities and threats that Polly-Tech owns are analyzed under the frame of SWOT in order to judge the strategic position and future tendency of the company. Polly-Tech has the strength in technology,products,service,license granted and basic structure. The weakness are lack of capital,managerial experience and sufficient production capability with over-relaying on core personnel and frequently leave of talents. The opportunities that the operational environment contribute are popularity of green consuming and occurs of green barriers;opportunities with China' s entry to WTO;geographical advantage of Shanghai;support from municipality and its relative policies;sufficient supply of raw material;while the most important is the market opportunities:there lacks ideal environmentally friendly desiccant in global market. The threats the company is facing are risk of products imitated,risk f...
|
PDF Full Text Request