The Study On The Development Strategy Of Neo-Neon International Company

Lighting corporations in China meet a new environment, which is the serious competition from the big foreign companies, new lighting source technology—LED, and monopoly patent etc. This brings opportunities and threats. How to develop in the circumstance is the first question our lighting corporations need to answer. The paper studies the external and internal environment faced with Neo-Neon, and gives the development strategy of Neo-Neon in order to fulfill its strategic goal of becoming a leading manufacturer of lighting products in the world.The paper applies the modern theory of strategy management to study the development strategy of Neo-Neon. It has five parts. First, the background and motivation of this paper, the written structure and study method are introduced. Second, the theories related with the study on development strategy are introduced.In the third part, the external and internal environment of Neo-Neon is analyzed and evaluated by the tool of CPM, EFE and IFE. Firstly, the strength and weakness of Neo-Neon's main competitors compared to Neo-Neon are analyzed with the tool of CPM. Secondly, EFE describes the capability of Neo-Neon in utilizing external opportunities and avoiding external threats. And lastly, IFE refers to the study on the strength and weakness of Neo-Neon. Then, the whole environment faced with Neo-Neon is analyzed by SWOT.Based on the analysis of Neo-Neon's external and internal environment, the author uses GE Matrix to analyze the structure of Neo-Neon's businesses and then designs the company strategy. The competitive strategy is also introduced in the part.The last part talks about the engagement, assurance and control of the choice strategy.The most striking feature of the paper is the cohesion of theoretical rationale and practical insights. It is a healthy guide to the development and a useful reference for the management process. Hope the study on the development strategy of Neo-Neon can answer the outstanding and urgent questions faced with Neo-None, and also can give other lighting corporations some valuable suggestions.