| HX Company was set up in 1998 in Quanzhou, Fujian Province, is the trading company which specializing in sports and casual products design,developing and exporting. Is one of the major supplies of Fujian Light Industry export market, and has successfully entered the European market. Now the company is focused on the international casual shoes, fashion shoes design and development, and hope that through continuous efforts to become a leader in the domestic industry.This thesis is based on the HX Company experience in the development process trying to use the knowledge learn from the university with the EMBA course. Base on the analysis and to establish company's develop strategic target.Analysis of strategic environment. and set down of development strategies and implementation of strategies related to research and explore,and hope can help the whole company to upgrading the competitiveness.This thesis is made of six chapters.The first chapter in general analysis of the research background of this article, and the main contents of the study. Chapter II briefly introduces the development and status of the company, and the development process of the company are described. Chapter III is mainly on analyzed the trade environment of HX company and to make a prediction of the international situation.Chapter IV by SWOT tool to analyze, HX company worked out a company's vision and strategic goals, devise a company's development strategy by Boston analysis, market research and new product development, the last General via the Porter to determine the strategic analysis and finalize the company's competitive strategy. Chapter 5 discusses company strategy, put the specific marketing strategies from internationalization, strategic alliances and human resources strategy ,three aspects of explainations to show how to ensure the successful implementation of strategic objectives.Chapter VI on the views of this article has conducted a refining and summing up, research directions and subject in future. |
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