JC Company To Import Ethylene Business Development Research

Entering the era of "post-crisis" since 2014, the world economy is still in recovery. China and other emerging markets’growth downshifting leads to a major economic slowdown of world trade. Chemical trade, as the world’s second largest next to automotive trade, is facing an increasingly difficult dilemma, in which chemical trade enterprises are struggling. JC Company specializes in chemical raw materials import business, with rapid growth after the 2008 crisis. Notwithstanding the good performance, the growth had nothing to do with the enhancement of the core competitiveness, but because of speculative mode driven by the soaring oil prices. Caring about the rapid expansion of the scale and ignoring the long-term build-up, JC Company fell to the ground after years of development. Until then, JC Company realized only by the way of relying on its strengths, changing the speculative mode, and building in-depth terminal from supplier to buyer could it truly realize the value of being a distributor. JC Company set up a team to research into the chemical industry chain. According to the characteristics of the chemical trade, combined with internal resources and strengths, JC Company shall break the shackles of the original products framework, and pick up a new promising product to start new business development. Ethylene is just what the team picked up.On the above background, the thesis first introduces the concepts and theories of core competence, competitive strategy and marketing. Then, it analyzes the chemical business-operating environment, summing up characteristics and industry factors influencing the chemical trade. Enterprise shall seize the development trend, adjust thinking, choose the potential product, change the traditional trade mode and rebuild the core competitive of the enterprise. The thesis then analyzes JC Company’s situation and problems. By digging out the deep-seated reasons, JC Company draws the conclusion that transformation should be made based on the internal strengths and external opportunities. Ethylene is then chosen. Through analysis of three competitive strategies, it suggests JC Company shall apply differentiated competitive strategy. By SWOT analysis, JC Company figures out the specific strategic plans. JC Company shall improve supply chain management, integrate resources and promote market service quality by differentiated competition to upgrade the role of a traditional trader to a supply-chain service provider, thereby smoothly realize the transition. Finally, measures and suggestions of ethylene import trade are proposed, namely to improve supply chain management, implement differentiated marketing and strengthen internal management.