Small And Medium-sized Enterprise Development Strategy Research, Integrated Housing Industry

After years of high-speed development, China’s modular-house industry has turned into the buyer’s market from the seller’s market. Particularly after the Wenchuan earthquake, the inflated post-disaster reconstruction need for the modular-house has attracted many companies to enter the modular-house industry, so modular-house enterprises are facing more tremendous pressure of competition. At the same time, the sustained and rapid development of China’s economy, the implementation of the western development strategy and the energy saving and environmental protection policies has brought an unprecedented opportunities for China’s modular-house industry. In the new competitive environment, how to hold opportunities and meet with the challenges is now a key issue for every modular-house enterprise in China.The Sichuan A Modular House Co., Ltd (abbreviated the A company), as a small and medium-sized modular-house enterprise which is focused on the design, manufacture, fixing of modular-house, is facing with cruel market competition and the trade of profit margin decrease gradually. The A company needs to establish appropriate development strategy in order to guide the company’s operation. As a senior manager of the A company, the author has responsibility to use relative theories about economics and management learned in EMBA classes to study and discuss this problem in order to make sure the future direction. At the same time, other small and medium-sized modular-house enterprises may share our discussion and gain some reference in their strategy establishment progress.This thesis has five parts. First, the background and motivation of this paper, theories and methods used are also introduced. Second, the outside environment surrounding the A company is analyzed. In the third part, the inner resources are explored. The strategy choices for the A company are presented in the fourth part. The suggestions of how to deal with the possible problems appeared while implementing these strategies are also discussed.From the angle of the A company, this paper firstly carries out the analysis of the enterprise’s macro-environment with PEST method. Then this paper analyzes the industry environment, including the supplier, the purchase business, the potential entrant, the substitution product and the profession competitor. Simultaneously, the modular-house industry’s development condition in the past and the future market development prospect are also analyzed. After analyzing the internal environment of the enterprise, we investigate its superiorities and inferiorities opportunities and threatens with SWOT model and other tools. Based on above analysis, the company’s mission, strategy aim, strategy orientation and total strategy have been put forward. At the end of this paper, the thesis discusses some problems in the implementation of the enterprise’s strategy, such as adjust the organizational structure of the enterprise, strengthen marketing capabilities, personnel training and motivation, improve management information systems, cultivate excellent enterprise culture and strengthen technological research. In view of the author is limited in the level of theoretical knowledge and writing time, I must ask the teachers’kind indulgence for any inaccuracies and omissions that may possibly occur!...