The Study On Strategy For Homly Company

Yantai Homly Water-based Coating Limited (Homly company) is a holding Yantai City Highway Bureau coating of medium-sized enterprise, engaged in waterborne coating technology research and development, production and marketing. Since 1996, spent nearly eight years in waterborne coating technology research and development, and marketing, the country's first successful water-based coating technology breakthrough in the "bottleneck", production technology and product quality continues to increase. Homly Company already operating for 10 years, has a certain size of the market and brand awareness, but in the coatings market its own characteristics and enterprise's own problems, is still not achieved the desired results, enterprise walks with difficulty. No definite strategy is fatal to Homly Company. How to find an appropriate way of surviving and developing based on its resource and strength has been becoming a task of top priority for Homly Company.In the light of objective reality of Homly Company, this article carries out the strategic demonstration with the classical conceptions and methods of strategic management theory, e.g., Michael Porter's generic strategies, PEST analysis, SWOT analysis, value chain analysis, five forces model, etc., in addition, combining the newest strategic viewpoints, e.g., managerial conception, enterprise resource view, the competitive advantage of enterprises, etc. Based on the demonstration, this article lays down specific strategic projects using grand strategic matrix and TOWS matrix and then chooses the optimum project from the prepared projects using QSPM Matrix (Quantitative Strategic Planning Matrix). Finally, the article puts forward the concrete countermeasures on strategic implement from several aspects, e.g., product research and development, marketing management, finance management, human resource management, etc.The study of this article has significant impellent meaning for Homly Company to extricate from its difficult position. In the meantime, because the difficulties confronting Homly Company are common in Chinese small and medium-sized coating enterprises, the study of this article can be also used for reference by other small and medium-sized coating enterprises when they manage to extricate from the difficult position.