The Leap In Company Strategic Analysis And Choice

The thesis provides a final solution by adopting the model of case study and integrating management theory and practical case. I. OBJECTIVE The thesis aims to analyze and solute the strategic management problems in FEIYUE company, an optical disc replication company and provide a solution example for the like. The problem o be or not to be?which Hamlet met, is faced by th?domestic optical disc enterprises. They have smaller scale compared with competitors abroad. Devices, raw material and technology depend upon overseas suppliers, in the home market, unequilibrium between demand and supply causes violent competition. Each producer should reconsider existence and development problems. FEIYUE Company, which was set up 2 years ago, is enlarging producing scale. But she does not decide which one is her decision among the choices: optical disc replication factory, storage solution provider or cultural distribution company. The hesitance influences operation, organization structure and morale. Many reasons can explain the sway, such as high-speed developing optical disc technology, dispute on storage media, diversified demand in IT industry, monopoly on patents by multinationals, high royalties barrier and price war, etc. Therefore, Strategic thinking is very necessary for the future. Strategy involves direction (where) and ways (how). Strategic premise and hypothesis are also very important. FEIYUE Company cannot measure the premise and hypothesis of her strategy, which brings about strategic bottleneck after scale enlargement. If strategic bottleneck is not dealt well with in time, the operation bottleneck will come up. Therefore, I turn to strategic management theory to study FEIYU IF strategy systematically, so that I would find strategic goals and paths to solve problems the company faces. Because government toughly controls the optical disc industry, the enterprises in the industry almost have same scales, structures and developing level. FEIYUE's strategic problems solution will provide a model for other companies. II. RESEARCH METHODOLOGY The research to FEIYUE lives up to strategy management process theory.Strategy management process involves strategy decision, implementation and control. These three steps form an inter-active, inseparable and continuous circle. The thesis focuses on strategy decision, thus the data collection attaches importance on the step. Although implementation and control steps were not specially studied in the thesis, we should refer to the two steps during the analysis. Materials about two steps were also collected. The information about internal and external environment, enterprise history and shares structure drew much attention in the strategy decision step. In strategy implementation step, data about operation policy, enterprise culture, organization structure and implementation result of former strategies were collected. The performance evaluation policies decision and implementation process were studied in control step. Survey on staff views was also done. After data collection, I abridged data unrelated to objective of the thesis. Confidential or redundant information was changed. All the above work would not influence the adoption of theory. In the end, the final result of research Case of FEIYIJE is made out as a basis for further analysis. III. Outline of FEIYLJE case From 1998 to 2000, FEIYUE Company, one optical disc replication company, expe...