Ly Fuel Co., Ltd. Integrated Strategic Development Plan

This thesis researches the competition strategy of LY company,analyzes the environments,resources and capabilities to modify weaknesses,utilize strengths,avoid threats and grasp opportunities,and finds the suitable strategy for the company's development.The company culture,organization structure,knowledge management, customer relationship management and human resource management are collocated accordingly so that the Forward Vertical Integration strategy can be smoothly implemented.First,this paper uses PEST analysis to analyze the macro environment of the company.Second,this paper employs industry chain value,strategic groups of industry, critical success factors and the five forces model to analyze the industry environment of the company.Third,this paper analyzes the tangible and intangible recourses and capabilities of LY Company by VRIO framework to identify and establish the company's core competences for the sustained competitive advantages.At last,this paper integrated specific information and results by SWOT framework.Meanwhile,according to the company's strategic vision,this paper chooses forward vertical integration strategy from another two available strategies:diversification strategy and internal venture.The key factors of forward vertical integration strategy is developing downstream industries in order to control the sales and sales channel.And the resource and channel is the key to the implementation success.LY Company hopes to achieve its goal both in the time horizon of next three years and the long run through detailed planning in business, management and human resource.