| Ningde Marine Technology Development Co., Ltd. (Ningde) is a provincial leading aquatic industrialized enterprise engaged in aquaculture, processing and exportation. As a company that has already developed to a certain stage, and urgently needs to achieve qualitative leap further rapidly, how to develop soundly during the continous operating activities should be considered profoundly by the leaders and managing hierarchy. Also, unthorough analysis on itself environment and opaque business strategies make the company face to rigorous challenges. Thus, these show its strong needs for strategic research. How to adapt to the changes of environment, and take their own advantages to achieve sustainable development, general considerations should be made based on its own characteristics, nature of the industry, current status of the business, marketing situation, internal and external environmental conditions and so on, in order to draw up strategic plans and implemental goals consistent with the enterprise in the future.Firstly, the relevant basic theories and the strategy analysis tools are analyzed in this article preliminarily, and then an overall strategic analysis of Ningde is made by using these tools. A foundation of environmental analysis is established with the analysis of the modern fishing industry through the SCP model. According to its external enviornment and internal condition, EFE, IFE Matrix are set up to evaluate factors of internal and external environment, and then IE Matrix, SWOT, SPACE matrix are used to analyze its developmental strategies and make decisions. Continuing the results from the preceding section, developmental strategic goals are set in the next section. Furthermore, a detailed implementation plan and design of the project is settled. The article also explains safegurard measures of implementation, as well as analyzes and elaborates the control and security system which has to be set up in order to implement the strategic goals smoothly. |
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