Research On Diversification Develop Strategy Of HML Phosphor Chemical Project Group

Along with the rapid growth of Chinese economy since late years, the Chinese fertilizer industry increase very fast, On the one hand, the market expands continuously, the market competition aggravates unceasingly also. On the other hand, the scale of Chinese fertilizer enterprises is too small, the structure of products is too simple, the ability of design and manufacture is too limited .How to create the coordination effect on the basis of product diversification, increase the market share, lower the operation risk, which become a big problem that the Chinese main fertilizer enterprises must face with the difficult problem.The paper analyzes the competition status of Chinese fertilizer industry and the strengths, weaknesses, opportunities and threats of HML Group. At the same time, the author proposes the product diversification strategy for HML Group, analyzes its implementation steps. The paper consists of six chapters. The first chapter is the introduction, which provides the environment of subject selection, the purpose, methods and structure of the thesis. The second chapter is relative theory. The third chapter is the outer environmental analyzing of the enterprise, firstly HML group's political environment, economic environment, social environment and technical environment are analyzed using PEST analysis method. After that the Porter's five competition models are utilized to study carefully the menace of market's new incomers, bargaining capability of the suppliers and buyers, threat of the substitutes and the intensity of competition between competitors in existence, so that we can know the development direction of fertilizer industry. We can get a outcome on the competition ability of HML Group by analyzing the strengths, weaknesses, opportunities and threats of this company with SWOT method. In the fourth chapter, the author presents product diversification strategy for HML Group with the development target of HML. Then this article describes the history of HML Group's product diversification process and the main problems. Finally the author analyzes the causes and conditions of HML enhance product diversification. In the fifth chapter, we analyze the product structure with. Then we present the implementation steps for product diversification strategy. In the sixth, I bring forward some suggestions when HML implementing its product diversification strategy.According to the reality of HML Group, This paper employs the research methods of combining theory and practice, the cases analysis, compare analysis. We analysis inter and outer environmental analyzing of the enterprise, choosing and establishing diversification strategy, Then we present the implementation steps for diversification-development strategy for the profits of HML Group.