Research On The Strategy Of Roquette China Chemical Co. Ltd.

Strategic management is an overall management of company's production & business regarding to making long term development plan on the basis of internal and external analysis. The traditional strategic management can't provide guideline to the development of company due to not adapting market changes in the competitive process. Enterprise must make further study and change strategy according to real situation and promote development as well as obtain relative competitive advantage.Roquette Co. ltd which is totally invested by France is the biggest manufacturer of Sorbitol industry and consists of three independent companies. Its major products are food additives such as Sorbitol and Maltitol etc. The company has no mature strategy due to establish only short period of time in China. It is very important and urgent to make development strategies that suitable to long term development. This article first of all demonstrates background, meanings and purpose of the study as well as research situation overseas and domestically. Then illustrate concepts, characteristic and functions related to strategic management. External analysis contain social environment that consist of politics, economy, culture and industry environment which comprise of five forces analysis model. Internal analysis focuses on organization structure, personnel management, science & technology, brand and marketing channel and quantitative by IEF matrix. Find opportunities, threat, advantages and weakness which can heavily affected the future development of company by SWOT analysis and then provide some valuable strategies for further selection. New strategies are carried out by the analysis of QSPM matrix which include general company strategy—incorporate strategy, competitiveness strategy--differential strategy. Finally this article also gives some valuable suggestions and proposals for the executing of strategies.Author will appreciate if this thesis can provide guideline to the development of Roquette and reference to other foreign companies as well as some meaning to related domestic companies.