Tan The Sinochem Sh Company's Strategic Transformation

SINOCHEMSH Corporation is chosen as the case to study strategic transformation of traditional trade corporations in our country. Her action taken is described in order to adapt to the outside change of economic circumstance and to strengthen the core competitiveness, for example, the action to explore the new business field, to occupy this new market smoothly, and to make marketing plans to reach its goal during the process of strategic transformation.The background of the case is detailed in the first part. The outside and inside environment of SINOCHEMSH Corporation is discussed, especially, the opportunities and challenges faced by her are talked about.Then the thinking to execute its plan is introduced in the second part. For example, how to choose the new business field and market and macroscopic and microscopic aspects are analysed ,furthermore, the competitive circumstance,pro and con and risk analysis are included. As follows, the scheme of the exploration of the goal market is detailed in the third part.At last, conclusion is given in the fourth part. The result of the strategic development is that ten abilities of the traditional trade companies should be enlarged to reach its goal during the strategic transformation. The characteristics of this article are:On the one hand, With the combination of the analysis of true case, the article describes how to choose the new business field and market, how to draft detail marketing tactic to realize this new market goal experienced by different trade corporations during the transformation of the strategic development. On the other hand, before setting the certain tactic of marketing, we analysis the goal market from different points, so that give full play of its strengths and seize the market chance for SH corporation. So the whole article shows strong operational feasibility.