Problems And Strategy In The Development Of CH Clothing Company

Reviewing2012, China’s foreign trade has trended down. In2013, as theendogenous power during the economic development gradually restores, internal andexternal environment that China’s foreign trade development is facing will be slightlybetter than that in2012, and maintain a certain speed of growth. However, due to theweakening capital market in developed economies, the unsolved European sovereigndebt crisis, the increasing inflation pressure in emerging economies and other multiplefactors, the world economic growth remains weak as a whole. Meanwhile, someemergent crises like the earthquake in Japan, the political upheaval in the Middle Eastand Africa will also bring huge negative influence on the growth of demand forclothing and other consumer goods, and becloud the prospects of international market.Clothing industry has taken an important place in our country’s foreign trade export,and For reform and development it’s economic development plays an important rolein more than20years.In the face of the new economy, the development of the Internet,the competition of economic globalization and market integration, especially throughthe impact brought by financial crisis in2008, Clothing enterprises have been facing aseries of new challenges.As the research for the project, C H clothing company is of great reference value.CH clothing company, a medium-sized garment enterprise, is located in the centralregion and is in a critical period of development. This paper mainly studies theproblems that CH clothing company faced and the development strategy. Throughin-depth research found that the textile and garment export enterprises, although thesituation is not optimistic, but as long as the corporate strategy of the domestic andforeign markets to make adjustments, establish a modern management and marketingmodel, the market opportunity is still huge. there are four sections in this paper:The first section is to make a detailed analysis of external environment ofenterprise including the macro environment and industry environment. The secondsection focuses on using to analyzing the macro environment of the enterprise, findingout the reason by using macro environment analysis, PEST analysis methods, andclearing the needs of the adjustment for the development of enterprise. The thirdsection aims to introduce the interior environment of enterprise, mainly analyzing thepresent situation of the enterprise, the resources and the capability of the enterprise. The fourth section is taking CH clothing company an example, combining thedevelopment of strategic theory and practice, in order to find out a new route fordevelopment strategy.