Built Xingye Copper Group’s Development Strategy

In recent years,we have witnessed a rapid development of the industry of non-ferrous metals copper processing in our country,which reflects in the sharp improvement of product quality and structure.However,couples of problems arise accordingly.For example,waste of resources,high energy consumption,serious pollution,unreasonable product structure,and so on.From the sight of global economic environment currently, the economic slump and the trend of US dollar are unfavorable to the price of copper.Meanwhile,the US economy is suffering great financial deficit,tough beginning of manufacturing industry and high rate of unemployment.What is worse,European debt crisis intensifies gradually,which tends to spread continuously. As to the domestic economic environment, the implementation of national monetary policy once suppressed the price of copper,while the shock down of manufacturing data weighed on the market confidence.Though it will do good to the market as there is fine tuning to the monetary policy in the very future,it also makes the market concern about the domestic copper demand when the risk of economic downturn increase at the same time. Being the basic industry of our country,industry of non-ferrous metals copper processing has been faced with more intense environment in the industrial policy context of energy saving,emission reduction and adjustment of industrial structure.Xingye Copper Group is a modern enterprise group specializing in producing high-precision copper alloy plate and strip,and at the same time do the business of relevant material trade,which was listed on the HK Stock Exchange in2007.Under the current domestic economic environment,how to build a business development strategy plays a key role in the fate of a enterprise.It produces important theoretical and practical significance to make systematic analysis and study on the development strategy of Xinye Copper Group,through which we can obtain a competitive advantage for sustainable development.On the basis of studying enterprise strategic management theory, core competitiveness theory and benchmarking enterprises in copper processing industry home and abroad, it intends to find out the advantages and disadvantages of Xingye Copper Group in this article by analyzing external environment of the group through a way called PEST while analyzing the internal environment through five respects,which are innovation of production and technology,finance,arketing,present situation of organization and human resource.In connection with the fact that non-ferrous metals copper processing is a particular industry,we build the development strategy of Xingye Copper Group from the perspective of core competitiveness,which makes our enterprise mission as "Realize the continuous growth of value" and enterprise vision as "Create a world-class professional provider of copper-based alloy plate and strip". We define our development strategy as "Via constant R&D and innovation,develop a comprehensive solution based on high-end products;meet and guide customers’ever-changing demand,continuously enhance the brand and image of company,make rational expansion through capital operation and scientific management, create a world-class professional provider of copper-based alloy plate and strip".In connection with that, there form strategic objectives with4levels:finance,customer, internal process,learning and growing.They are then visualized as strategic maps,upon which further safeguards will be made for the implementation of strategy.During the process of the development strategy of Xingye Copper Group,balanced scorecard index system is used to monitor the implementation of it and then evaluate its performance.Once some index does not meet expectation,layers of analyses will be made to see if other indexes which make this one change meet expectation according to the casual relationship.If more than one index get beyond expectation,there should be fast analysis to see if the internal executive ability of the company or the external economic environment has changed,and then adjust the company’s development strategic plan in time.With the structure adjustment and technology update of non-ferrous metals copper processing industry,and the implementation of energy saving,emission reduction and environment protecting,numerous.copper processing enterprises will face severe challenges.l do hope that the study in this article will provide other copper manufacturers with some valuable references.