L.D Furniture Co., Ltd. Development Strategy Research

In recent years, furniture industry in China has developed rapidly, with the speeding up pace of urbanization and improvement in living standards, its scale and production value have maintained a rapid and stable growth. Great changes have taken place in furniture market for the past decades, the competition is becoming increasingly fierce, and industry consolidation is in progress. The company who has competitive advantages always has clear strategic management ideas, so the height of the level of strategic management related to enterprises long-term development. To want achieve the advantage in the competition, business managers can’t continue managing the company only with their experience and intuition, they have to establish scientific strategic management objectives and systems.In this paper, L.D Furniture Limited Company is taken as the discuss object, based on the analysis of the company’s external and internal situation, this article tries to draw up strategic management plan that suit their own development, and also provides reference for strategy implementation. I hope this paper can play an important role for the future development of L.D Company, and affords administrators lessons when they make decisions. The specific content of this paper is as follows:1. Firstly this dissertation analyses on the macro-environment, the competition environment of furniture industry in our country, the competition environment of L.D Furniture Company in an all-around way, and summarizes the external opportunities and threats facing the company, then expounds and analyzes the present situation of the company’s internal resources and capabilities, accordingly makes summary of the strengths and weaknesses of the company.2. Based on the analysis of external and internal environment of L.D Company, this paper proposes strategic targets, and selects feasible development strategies using SWOT analysis tool, include alliance strategy, expansion strategy that mainly depends on developing new product, green development strategy and brand strategy.3. Finally, in order to achieve the goal, this paper proposes the implementation measures and guarantee measures based on L.D Company’s actual situation.