The Research For Business Strategy Of CG (HK) Company

Hong Kong CG Company developed from small office and home office, was a small trading company established two years ago. The company was mainly focused on increasing sales volume and opening new market while seldom considered its business strategy and direction at the beginning two years. Without the leading of right business strategy and enough investment, the development of CG Company was slow and little progress was made during last two years. Due to the severe global economics environment in 2008, most of Chinese exporters are facing hard challenge and big pressure, especially to those small exporters like CG company, it is top urgent to overcome current difficulty for surviving and draw up a long-term business strategy for future development.In this dissertation we have firstly analyzed the background of research for CG Company's business strategy, i.e. present situation of China small trading companies and future developing trend, then we state the significance, train of thought, methods and peculiar of this dissertation.Secondly, based on the theory of business strategy, competition advantage and virtual business model, we introduce CG company on its background, character, business scope, industry engaged in and problems as well, analyze its business environment by"PESTEL","Michael Porter's Five Forces Model"and"SWOT"method, then point out the mission of"to Be a Leading Trader on Gardening Industry", vision on"Best Serving for Customer, Mutual Understanding to Suppliers and Kind Treatment to Employees"and business target on"Marketing, Profitability, New Products Collection and Human Resource"of CG company for future 3-5 years according to its own characteristic. Finally summarize its business strategy on developing and competition and concrete implement procedures, such as:1. Strategy on Development of CG company: Strategy of New Products Collection, Strategy of Market Development, Strategy of Supply Chain Management and Strategy of Virtual Business Model;2. Strategy on Competition of CG Company: Differentiation with Niche Market Strategy;Thirdly, in order to make all business strategies of CG Company surrounded and served for its target to realize its mission and vision, we analyze the potential risks among above business strategies, the solving measurements for those risks and how to adjust the strategy while environment has changed.In the end, we make a simple summary for this dissertation and propose the outlook for CG Company's future.