| Ouning Clothing Ltd. is a limited liability company with certain scale in designing, manufacturing and selling functions. Although it has created great business performance and has kept a good development tendency while growing continuously, it has experienced internal weaknesses and external threats, reflected by many harmful trends such as high cost, low employee quality, low inventory turnover rate, slow domestic market development and insufficient use of information system.During the strategic planning process of the company, this thesis uses SWOT theory analysis to try to find compatibility between external opportunities and internal advantages under the situation of external threats and internal weaknesses, therefore pursuing dynamic balance among external environment, internal conditions and business objectives to establish competitive advantages for the company to be big.First, the thesis analyzes the external environment the company is facing. Ouning Clothing Ltd. is one of the clothing enterprises in China. Its development history and the problems and environment it is facing are typical and representative for the whole industry. From dissecting the integral and competitive status of the domestic clothing industry, and summarizing domestic clothing consumer psychological characteristics, the thesis shows the fact that although China is the largest clothing production and exporting country in the world, there is a big distance of the production equipment and facility between China and world advanced level, especially for how to utilize the advanced technical methods. Meanwhile, fierce competition exists among domestic clothing industry. As the result of the high-speed development of China economy, the income level increased and consuming taste rose. With higher requirements, consumers are pickier when choosing clothes. At same time, as China entered into WTO, the quota restriction was lifted and raw material price will be lowered.All these factors will be beneficial to the export and the management reinforcement in clothing industry.Second, the thesis analyzes the internal factors of the company by explaining and discussing six aspects in detail: organizational structure, production management, sales management, Human Resource and Company Culture, followed by a conclusion that the company has drawbacks in imperfect organizational structure, low quality of people structure, weak supply-chain management and advanced technology adoption and low market share in the domestic market, whereas the company has advantages in stable international business, good product quality and company reputation, quite strong sales capabilities, complete production facilities and excellent financial status.Moreover, through the analysis and research of internal and external factors, the thesis uses SWOT theory to establish IFE and EFE matrix, and through evaluating the level of importance of each factor, the thesis concludes that critical factors are:1. Stable international accounts2. Comparatively strong sales capabilities3. Consumer demands in knitting goods4. Fierce competition in the market5. The entry of the international brandsThen, the thesis raises several alternative plans and selects five major strategic plans with evaluated results as follows.1. Optimization strategy for organizational structure and human resource2. Product diversification strategy3. Supply-chain enforcement strategy4. Brand strategy5. Technical development strategyThe author believes that under the direction of a correct development strategy and a proper implementation, Ouning company will overcome current difficulties and become a first-class clothing enterprise in the world. |
PDF Full Text Request