Reserch On Development Strategy Of GW Company

Today, small and medium-sized foreign trade enterprises using strategicmanagement face the crucial and complex environment. Since the reform and openingup, the development of China’s foreign trade has made great achievements. But withchanges in recent years, foreign trade policy, many factors together with theappreciation of the renminbi, labor and raw material costs rise, foreign tradeprotection policy of China’s foreign trade impact. How to locate their developmentdirection accurately under such background, is the urgent need to solve all theproblems of small and medium-sized foreign trade enterprises.GW company is a small foreign trade company, mainly engaged in electronicproducts. After seven years of development, stabilize gradually, but because of thefinancial crisis of2008, increase in labor costs, RMB appreciation and rising rawmaterials, the company suffered serious challenges in survival and development, thecompany faces the future key development issues.This paper takes GW company as the research object, using the tools of strategicanalysis, to do the research and planning system of GW company, and formulate thedevelopment strategy for the future. The results of this study also provide a referencefor the existing small and medium-sized foreign trade enterprises in the formulation ofdevelopment strategy. Firstly, the background, purpose and significance of the studyand the research methods are presented in this paper, and introduced the relateddevelopment strategy theory. Secondly, the development of small and medium-sizedforeign trade enterprises and analyze the challenges, make the system analysis ofexisting condition and related theories of strategic management to GW company,proposes the development strategy of the company should be taken: the companyfrom the original pure foreign trade export into the domestic trade, foreign trade as themode of operation, and for the company for the business of foreign trade and domestictrade business status, this paper put forward strategic analysis, foreign trade andexports should adopt the cost leading strategy measures in the current macroeconomic environment, the domestic business should take the strategic measures of difference.This paper through the analysis of GW company’s external factors (EFE matrix)analysis and internal factors (IFE matrix) analysis, discusses the necessity of thetransformation of the company. Finally, the paper put forward the specificimplementation of the strategy on the selected strategy.Hope that through this study can help GW company to establish a set of feasibledevelopment strategy, at the same time for the small and medium-sized foreign tradecompanies to use.