Multinational Business Strategy - Xinjiangzhunhe Company International Business Strategy Research

Xinjiang, a remote area from sea-ports, is placed in a disadvantageous position for export. The government of Xinjiang has been tried very hard to find a way to develop its industries with their own advantages. Since 1998,this wish has come true. Tomato planting was introduced to the region. And because of the favorable natural environment, such as climate, water, soil, etc., in some areas of Xinjiang, tomato products soon acquired competitive advantage both in domestic market and international market. And because of the superb quality and low cost, tomato products have enjoyed good sales and earned nice profit in the international market. Within just a few years, this industry, with its very rapid development, has become one of the most promising industries of Xinjiang, and has won nearly 12 per cent of the world market share. This is really a big success and most encouraging for the further development of macro-economy of Xinjiang.In this thesis, the author lays her emphasis on the analysis of one of the most successful companies producing tomato goods, i.e.,,Xinjiang Tunhe Co. ltd. This company has wonderfully transferred itself from manufacturing cement products to making tomato goods within three years. It has become the biggest tomato paste manufacturer in Asia, and the second largest in the world. The success of this company tells people that any company that wishes to expand its business should first of all consider the development of the nation's as well as the region's economy, i.e. successfully combine macro economic factors with the company's microeconomic strategy. In this respect, Xinjiang Tunhe Co. ltd. has set a good example, which has achieved a double-win target. It has both promoted the development of local economy and its own expansion in business.Having done some analysis, the author concludes that the rapid development of Xinjiang Tunhe Co. ltd. can be a model for the companies in Xinjiang , i.e. how to map out a corporate strategy, and more importantly how to implement that strategy.