Re-construct Strategy Of Shandong Jintai Group Co., Ltd.

Shandong Jintai Group Co., Ltd., a public corporate in Shanghai Stock Exchange, is a pharmaceutical enterprise in Shandong province. After several years blindly expansion, enterprise met serious financial deficit because of big mistakes in making company's development strategy. Stock was listed as special treatment (ST) by Chinese SEC. Enterprise faced to an unprecedented existing crisis. This article tries to re-construct enterprise's development strategy through a detail analysis.Enterprise strategy is just a way to predict future market, customers and competitive trend and the influence that your action will cast on the trend. The theorems in making enterprise strategy comes from the enterprise external environment analysis in structure school, the enterprise core competitive force's distinguish and construction in capability school and the enterprise resource analysis and utility in resource school. The concrete strategy design follows a logical process. That is, through an overall analysis of enterprise's internal and external resources and existing opportunities, defining enterprise's orientation, target and tasks, figuring out enterprise's development strategy by carefully comparison and balance. During strategy making process, we will use opportunity distinguish and utility model to guarantee strategy's dynamic echo to environment. With technology's progress and China entering into WTO, Chinese pharmaceutical industry is facing great development opportunities; particularly have competitive advantages in Chinese traditional medicine, biological engineering, chemical raw medicine, medicine chain store sales and so on. This thesis gave a detail analysis to the later three areas. Through enterprise internal micro-environment analysis, we have known that biological engineering, chemical raw medicine and medicine chain store sales are business sectors which have some comparable competitive advantages in Shandong Jintai group's existing resources. In order to guarantee that enterprise could make profits, meanwhile establish a fundamental basis for further development in the future, we suggested a enterprise development strategy of one core and two insurances. One core refers to place biological pharmacy as the core of enterprise's development, chemical raw medicine and medicine chain store sales will serve as an important source of financing for firm's surviving. Aiming to unique characteristics in each business sector, we listed corresponding important points. As far as organization structure is concerned, we suggested that linear functional form will more suitable for firm to strengthen control ability.In the process of carrying out the strategy, enterprise should strive to establish an innovative and creative culture and learning-typed organization to adapt to the changes in environment, as well as constructing a middle and high level management team which has common target and high efficiency. Only in this way, enterprise could have a healthy and orderable development in the future.