Development Strategy Research Of Taishan Sports Industry Group

In recent years, the global flourish in the sports industry creates wide prospect to the development of sports goods. Nowadays China has already become the biggest state of manufacture in the world and also is approaching one of the leading sports goods consumer market. In thirty years’s development, Taishan Sports Industry Group has been one integrated sports goods enterprise which is consist of R&D, manufacture, marketing and service, etc. It has successfully entered into the supplier team of’2012London Olympic Game after already being the leading supplier of’2008Beijing Olympic Game. To be accompanied by continuous success, undefined strategic development direction of the group gradually exposed which has obstructed the group’s further growth. As a result, the enterprise has to be facing the very important issue of how to select reliable development strategy to ensure Taishan Sports Industry keep sustained speedy development. If so the group has to find out the way of how to make use of external good development environment to avoid the sharp competition and how to find internal resource&ability strength to make up its weakness.In the background of above description, referring to the enterprise strategic management theories which specially cover the specialization strategy, integration strategy, diversification strategy and refocusing strategy, I started the article with the actual enterprise investigation and described the group’s task and then made the positive analysis. The article analyses the enterprise’s strategic environment and internal resource and ability status by digital illustration, PEST-SC Analysis and Four Factor Influence Model Profit. By SWOT analysis, the article makes detailed dissection on Strength, Weakness, Opportunity and Threats that is facing with. As a result, it finally determines to make Refocusing Development as the leading overall strategy of Taishan Sports Industry Group. Furthermore, according to the enterprise’s overall strategy, my article concisely comments on the group’s programming projects of medium and long term strategy as well as offers proposals on how to carry out. I am honored if my article could offer a little help to the enterprise’s medium-term and long-term development.