The Research Of Fenghua Electric Instrument's Developing Strategy

Fenghua electric instrument company is a newly setup company with strong technical innovation and R&D capability. However, Fenghua is now challenged by the intensively market competition. This thesis will analyze Fenghua Company, find out a suitable development strategy to increase the competitive strength, to survive in intensive market competition and keep the advantage.This thesis include 3 major parts: the first part analyze the internal & external environment, to summarize the opportunity & threat, strength & weakness. The second part will establish Fenghua's development strategy with the analysis of SWOT and strategy matrix., and how to enhance Fenghua's competitive advantage. The third part will design strategy implement plan through organization, human resource, operation and finance. And use the balance sheet to control the strategy implement.Through this thesis studying, get a clear understand of the SWOT for Fenghua Company, also get a result that China electric instrument industry and Fenghu's product is highly potential. At the same time, find the major issue for Fenghu is the marketing and production operation, this thesis also study the related business strategy and function strategy.This thesis will major base on Michael Port's competitive strategy analysis frame, analyze Fenghus with real environment factors. The analysis result will be feasible for Fenghua's strategy. Also hope the result could be helpful for small technical innovation company's strategy.