Problem Diagnosis And Countermeasure Study On Kerui Company

Fujian Kerui Pharmaceutical Co., Ltd is a small sized, high-tech, state-controlled Sino-foreign cooperative joint venture pharmaceutical enterprise. Since establishment, the company has achieved progress but at slowly growing rate and met the development bottleneck. Based on the knowledge I have learned during MBA studying, I try to find out the problems which hinder the development and analyze its cause and put forward feasible future development proposal. I hope that it will not only play a important role to help the company accelerate the development speed, but also to provide a reference for a development way to the other small and middle-sized pharmaceutical enterprises.Firstly, I analyze the company’s management efficiency based on the financial index, and then analyze the current status of its governing structure, human resource, production, product development, marketing and sales and competitive ability, which may affect the management efficiency during value creation, for identifying the existing problems in the foreshadowing.Secondly, combining the current status analysis, I diagnose the main problems constraining the company to develop and expand rapidly, which is embodied in system and mechanism deficiency, lack of professional talent, limited productivity scale and unsuitable product structure. I perceive the causes of the existing problems and explore its sources to lay the foundation for putting forward company future development strategy.Thirdly, aiming at solving the above problems, I draw up a strategic development project as follows:(Ⅰ) Ascertain strategic position and future purpose;(Ⅱ) Transform new managing mechanism to improve operational capability;(Ⅲ) Implement talent strategy for motivating the creativity energy;(Ⅳ) Strengthen quality management to create excellent quality;(Ⅳ) Carry out the strategy of innovation to built a high level product line.At last, I present the implement plan focused on share system reform and introducing in the strategic investor for pushing forward the strategic development project, and then evaluate the feasibility of the implement plan. By performing share system reform and introducing in the strategic investor with industrial structure complementary, it will help the company to prefect the corporation governance structure, introduce in the capital, expand productivity capacity, increase product variety, bridge marketing network, resulting in promoting the company development rapidly and making new contribution to local pharmaceutical industry development as well as human life and health insurance.