Operating Strategy Study Of TianChi Company

As for corporate strategy is a enterprise's current and future plan and strategy to maintain long term competitive advantage. According to corporate strategy enterprise can survive and develop and have definitely and long term target which the enterprise will keep working hard towards this direction . There are many enterprises in current China in reformation stage just like Tianchi company , facing increasingly vigorous competition and foreign impact along with China's open to the world ,the most important thing for them is to think and get to know how can live and develop . This article will design enterprise, strategy principle of management, emphasizing on operating strategy for Tianchi company based on analysis of its environment outside and inside and study of its current resources.At first ,Tianchi company's background introduction including inside and professional condition and questions facing with: flew funds shortage;Technique power is weak, quality of product not stable; high cost, low profit margin; old craft and equipment; simple product structure; communication not enough, low efficiency; competition vigorously ;weak R& D ;poor strategy concept ,not clear target of company development.The second , aims at the problem that company face with, analyzecompany's exterior environment and internal condition : exterior environment analysis including general environment that consist of political,ecnomic,technology and society factors and professional environment,analysis including threaten of new incomer,competition between supplier,user and producer. Internal condition analysis including assests evaluation,valu chain analysis,flnancial analysis and marketing analysis.On the fasis of analysis got SWOT result:put forward to strategies to be selected by SWOT analyzing: STRENGTH: Sika brand,a famous brand; Plenty of manufacturing experience; Enough supply of raw material; Good ralationship with customers; Special odour; Advanced idea about R&D. WEAKNESS: Find shortage;Not very good at appearance; Limited payment terms;Weak at technology; Not very clear strategy;Weak at MIS .OPPORTUNITY:More and more use in medicine;Rhodia reduce yoeld of product ;Borreguard closed part of its workingplant;Encouragment by goverment.THREATEN:A new plant build hi Jiaohe city;Zhejiang zhonghua enlarge plant;Limit of vanillin use;Low increasing ;More requirement on environmental protection;Change of vanillin taste need.Put forward to strategies to be selected by SWOT analyzing:1. Extend market in medical field;2. Prove and enhance relationship with customer , or establish strategy alliance when necessary;3. Enhance the flexible production to satisfy customer's diversity need;4. Push forward the improvement of the acetaldehyde acid craft as soon as possible which can solve environmental pollution problem;5.Try best to improve the product quality;6.Expand market with flexible payment terms ;T.Improve marketing management;8.Utilize MIS ,explore E-business;9. Enhance the cost control, low cost strategy.Finally, strategy designs, including design of corporate strategy , principle of management and operating strategy; measures should be adopted to put the strategy into practice .1 Company positioningDefine target customers, producing technique and position of value chain2 Principle of management (1) Company strategy targetStrategy target: The company aims to be vanillin and its related product supplier in the world that production yield is the biggest, market share is most, technique most advanced and product enjoy high reputation and satisfaction from customers. The company must regard environmental protection as the premise, producing the green product determinedly, contributing for prosperity of society at the meantime satisfy the customer, shareholder and employee's reasonable demand.The product occupies the main position in domestic and international market, and own well-known brand; try to be in lead position in vanillin industry in five years and production...