Study On Development Strategy Of Shenzhen ML Clothing Company

After years of development, especially through reform and opening up and joining in WTO, China's apparel industry has made great achievements. However, due to WTO accession, foreign well-known clothing brands have entered the Chinese market one by one. By the strong impact of international brands, the domestic clothing market becomes more competitive, and the external environment of this industry has become increasingly complex.Shenzhen ML Clothing Company is a small enterprises focusing on clothes design, production and sale, and is currently preparing to enter the international marketplace. But strategic management of this company has always been a weak aspect, so to analyze and research the company's development strategy, we need to do an objective analysis of the company's strengths and weaknesses, and grasp the opportunities and threats of the external environment to ensure sustainable and orderly development of the enterprise, which is the guiding ideology of this essay.This article does the analysis from macro-policy background and the industry competition ML company is facing, and uses PEST analysis, five forces model, SWOT analysis and other strategies. And starting from the analysis of domestic and international environment, through the analysis of the company's political, economic, social and technological of the external environment, and from a comprehensive analysis of the internal environment to find out the advantage, shortcomings, opportunities and threats, then combined with the actual situation, development strategy suitable for the enterprises is also made out. Meanwhile, in order to ensure the implementation of the overall strategic objectives, by studying various problems the company is facing, the article proposes the measures of the strategy implementation improve the operability of strategy.