| Shanghai Soap (Group) Co., Ltd(SSG) is a market leader of detergent product in domestic detergent industry. As a soap-making company, Shanghai Soap has the largest manufacture scale in far east Asia. Since the drastic competition, the detergent division of SSG faced not only developing opportunities but also severe challenges. Attacked by foreign competitors such as P&G, Unilever, Henkel, Colgate-Palmolive and domestic competitors such as Zhejiang Nice, Guangdong Mingchen, the performance of the detergent division of SSG is worsen, its competency is getting weaken, its market share shrinks, and its profits decrease.The company wishes to turnaround and this paper is to develop the turnaround strategies for this company.Firstly, this paper conducts macro-environment analysis and the industry situation analysis for the detergent division of SSG using PEST model and Port's five-forces model. Secondly, this paper develops turnaround strategies for the company using SWOT analysis and TOWS deduction. Beside, the supporting measures are suggested using McKinsey 7-S Framework. |
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