Strategy Of Development Of High Purity Aluminum Clad Group

Baotou Aluminium (Group) Co., Ltd.(below-Baotou Aluminium Group) used to be one of the ten largest aluminium plants in China for many years, and it has made an important contribution to the development of China Nonferrous Metals Industry and the economic advance of Inner Mongolia Autonomous Region. However, along with the change of the management system and the ownership, the survival of the company has suffered serious threats. After years of exploration and practice, the company has gradually formed a high purity aluminium industry as its core. In recent years, the high purity aluminium industry has gradually owned a higher economic status in Baotou Aluminium Group and has made positive contributions to the company management. During the "Twelfth Five-Year Plan", Baotou Aluminium Group has developed a series of new development strategies, among which, the development strategy of high purity aluminium is a most important one. The problem that whether the strategy is feasible and the problem that whether the company can find the feasible implementing measures are directly related to the economic benefits and the subsequent development of Baotou Aluminium Group. Thus, the research of Baotou Aluminium Group’s development strategy of high purity aluminum shows strong necessity and importance.Firstly, this research collects basic materials about the development of high purity aluminium through the periodicals, network and industry information. And it also collects specific materials about Baotou Aluminium Group’s development strategy of high purity aluminium through field research and interview on relevant departments within the company. Then, from a practical point of view, by applying the ideas, tools and methods of strategic management, the research analyses the internal and external environments of Baotou Aluminium Group’s development strategy of high purity aluminium; it also analyses the opportunities and threats, as well as the advantages and disadvantages of Baotou Aluminium Group. Finally, through the SWOT analysis, the research explains the strategy that Baotou Aluminium Group should implement, compares the strategy with Baotou Aluminium Group’s established strategy, and proposes the implementing measures for Baotou Aluminium Group’s development strategy of high purity aluminium.Through the SWOT analysis, the results show that Baotou Aluminium Group has both a large number of external opportunities and strong internal strengths. This research holds the point of view that Baotou Aluminium Group’s development of high purity aluminium should implement the growth strategy, and that Baotou Aluminium Group’s established development strategy of high purity aluminium is theoretically feasible. Combined with the reality of Baotou Aluminium Group, in order to make the high purity aluminium industry acquire absolute advantage in the competition, Baotou Aluminium Group should make full use of the existing resources and capabilities, achieve scale economy via transverse expansion, reduce product cost, longitudinally extend the industry chain, increase the added value of products, enhance the product profit margins, constantly gain the competitive advantage in the market competition, and improve profitability. Thus, completely solve the issue of the survival and development for Baotou Aluminium Group.Combined with the reality of Baotou Aluminium Group, this research develops the following strategic implementing measures:1continue to deepen the reform and innovation of management system;2multiple channel financing to ensure the project construction funds;3construct the modern human resources system to provide talent guarantee for enterprise development;4strengthen marketing management, and further explore the market space;5mprove product development capability, and continuously enhance the core competitiveness of the enterprise;6fully strengthen the basic management in order to continuously improve the management level of the enterprise;7pay attention to the safety of production and the stability of the enterprise in order to protect the enterprise development;8strengthen the construction of enterprise culture, and promote the healthy development of the enterprise.