Research On The Development Strategy Of Tinger Powder Coatings Company

Since the reform and opening up to global world, the fast development of the household appliances and furniture industry in the 1990s promotes the development of powder coating industry in China. Coating equipment and construction application have made great progress as the research of powder coating and innovation of production technology. Powder coating has entered into the production process of many industries. As one of the environmental protection industries, the powder coating industry becomes more and more important and with better prospects. TINGER powder coating company is a wholly foreign-owned enterprise that located in Yangtze River Delta. The company faces with severe challenge by instant rising cost of raw materials and effective competition of domestic and global brand powder coating companies.The purpose of the research is as below. According to analyses current situation of local power coating industry and market environment, implements dynamic competition theory in management theory, analyses and formulates the development strategy of TINGER, combines with the actual case study. We expect to enhance market competitive strength of TINGER, to help expand market share, gain more projects and to become a leading brand manufacturer in the powder coating industry.The thesis adopts the way combined with the theory and practical integration to study the development strategy of TINGER in the powder coating market. First to study the survival and competition environment with analytical methods of PEST and Michael Porter's Model. Then to study the development strategy of TINGER with SWOT analytical theory and select suitable development strategy. We recommend the company adopt a positive and enterprising attitude and select the expanded strategy by practical analyse. At last deepen the implementation strategy with actual case.