The Research Of Analyzing And Developing Strategy Of Nanchuan Minerals Group Co. Ltd.

Enterprise Strategic management has already nowadays become the key to success and consistent development of an enterprise. Any enterprise eager for success would never ignore the Strategic Selection and the Strategic Management. The Enterprise Strategic Theory proceeds through four stages in its history of development: the thoughts of Strategic Management in early years (1900'-1960' s) ,the Classical Theory based on environment (Mid 1960's to end 1970's), Competitive Strategy Theory based on analysis of market structure(early 1980's-early 1990's) .Theory of core competitiveness based on resources and intelligence (1990's). In its development for half a century, the theory is growing into perfection and diversification.In respect of economic trend, the medium-minor sized enterprise is playing an increasingly important role. Presently, in many nations of the world, medium-minor sized enterprises serve as the mainstay of economic development, the important sources of foreign exchanges, the main working places for employment, and the principal origin of technology and regulations innovation. The integrated competitiveness of Medium-minor sized enterprise could have great influence on integrated economic strength of a nation. Therefore, it is, undoubtedly, of great significance to apply the thoughts and methods in Strategic Management Theory to studying and analyzing the development strategy adopted in medium-minor sized enterprises.Nanchuan Minerals was a small and unknown Mineral Processing Plant in Chongqing Municipality in the beginning. But through only several years, it has grown up to be a comprehensive export-oriented enterprise with assets of 600 millions and annual foreign exchange up to 45 million US Dollars, product line including aluminium series, coal series and Ferro alloy. Taking Nanchuan Minerals' expanding as the clue, this paper primarily provides a summary of the Strategic Theory development and then delivers comments on it. Subsequently, on the basis of the summary and comments, this paper focuses on analyzing the strategic course of Nanchuan Minerals' expanding, by combining practices in this case study and the principle of "Applicability of Theory", and by applying the following theories: "Product-Market" Strategy by Ansufu, Five-forces Model by Potter and General Competition Strategy, the Core Competitiveness Theory and Internationalized Strategy Theory. At last, it comes into a conclusion that the secret to Nanchuan Minerals' great success is its bringing into effect of Multi-products Strategy and Internationalized Market Strategy. Then this paper makes further countermeasure study on Nanchuan Minerals' future development.This paper begins with case elaboration and case study of Nanchuan Minerals Group. Co. Then it embarks on analysis firstly on Nanchuan Minerals' strategic course with product strategy as the focus, secondly on Nanchuan Minerals' macro environment by PEST Method, thirdly on prevailing condition of mineral industry by Five-forces Model. Following up, this paper engages in specific evaluation on Nanchuan Minerals' resources and capability, and makes study on its core competitiveness. At last, this paper makes comprehensive analysis of both inner and outer results of Nanchuan Minerals by SWOT Model, concluding the strategy and countermeasure in Nanchuan Minerals' future development.