The Study On Development Strategic Of Guangdong Electrical Appliances Co. Ltd

As a foreign company investment of enterprise- Guangdong Electrical Appliances Co. Ltd is a subsidiary company of the group in the United States. Before that, It is the Shell microwave development co. Ltd which is the first and largest enterprise manufacturer in the Chinese microwave ovens market. It shared most of microwave ovens' market ago. It did not only own itself brand name SMC but also maturity's sale market and a perfect after sale service net work. It was incorporated with the group in the 90^th of the last century. It gradually lost the market share in microwaves market because of decision making' s mistake .That is a totally opposite to intention of incorporation of investment at the beginning.At the beginning of the 21 century, The era of the declined profit in the household appliances markets and industries was coming . Its oversea market share had diminished by competitors and orders of export that were counted on life had also been decreased sharply. Because the company did not learn the situation well and adjusted strategy on time.It became a loser that the operation strategies and enterprise cultures had not been incorporated efficiently after the incorporation. The rapidly change of external environment is a flinty trial to the company's live and development. However, It provided an opportunity to the company improvement by itself. Therefore, Starting to study on the company's operation strategy is an urgent mission, to develop a reasonable and efficient strategy policy is an important and it has certain significance for the company's existing on market and development.In this thesis, Using of the strategic theories, regarding to Guangdong Electrical Appliances Co. Ltd as a researched object, the thesis studied on Guangdong Electrical Appliances Co. Ltd in detail. By a large amount of investigation and researches, it analyzed Guangdong Electrical Appliances Co. Ltd synthetically and summarized its extant strengths, weaknesses, threatens, opportunities and other factors that made up of the index system of company's strategic development. According to the weight of the indexes at levels, it calculated the value of every factor in order to draw the analytic result of strategy, and then made the corporation's strategic objective and whole strategy finally. Furthermore, Using Balanced Scorecard to drive the strategy implementation of the corporation, it analyzed those returned questions which exist in the strategy implementation course. During the process of analysis, the thesis utilized SWOT, developing state graphic, etc., to launch research synthetically for the sake of making every effort to the thesis' pertinence, practicability and effectiveness.