Strategic Analysis Of Jinggang Fine Chemicals Co., Ltd.

Strategy plays a key function on the surviving and development of the modern enterprises. It is the requirement for each enterprise to solve the problems of competition and development to scientifically analyzing, correctly choosing and properly planning for the strategy.As a branch of the fine chemical industry, the fat and oil chemicals industry of China has just stepped into the period of development after the beginning term. But this industry is still under the condition of excess players in small and disorder. The business of Jinggang Fine Chemical Co., Ltd. (Here in after referred as "Jinggang Chem") was started in the year of 1995, and it has developed to be one of the most important players in the industry. But till now, Jinggang Chem has not caught on a systematic strategic study and planning. To better develop in the coming years, based on the deeply investigation of Jinggang Chem and the industry of China, the paper gives impersonal and detailed analysis, study and demonstration to get the development strategy as the general strategy, mix cost leadership as the competition strategy and the objective of to become the industry leading player as the medium term development direction. And it suggests adopting the strategy of specialization with trade and production, straight integration and internationalization. The paper also makes a framework for the medium development planning of the company, which includes the contents of projects and technology, marketing, human resources, capital operation and enterprise culture. All the works are made by selectively usage of the systematic strategic management theories and methods, including PEST macro environment analysis theory, Porter's "Five Forces" model, industry cycle theory, market structure theory, strategic group analysis, competitive advantage framework and composition theory of the created value by enterprises, financial ratio analysis, value chain analysis, BCG Matrix, SWOT analysis, strategy clock.Besides to find out the strategy for Jinggang Chem, the paper makes a systematic analysis for the fat and oil chemicals industry of China and points out the development direction and solution. The paper believes that the well growing market needs integrated as soon as possible before it can be better developed. The points are constructive to the health developing for the industry. It will be practically instructive for the development of Jinggang Chem to carry on the points of this paper, especially for the developing direction, business belief (consists of mission, vision and core value), core competence, medium term strategic planning and key points for each function development. The application and execution of the paper's points of view will take a sound effect on the development of the fat and oil chemicals industry of China.