Strategic Research Department Of Mining Compressor LED Business Development Company

The economy has been developing quickly in China since1980s under the implementation of reform and opening-up. Efficient lightening products demand is also growing out of nothing and has rapidly increased. With the climbing rise of sales and demand, the energy saving benefits obviously both in social and economic aspects. Huicai Compressor co., LTD. is dedicated to the LED landscape lighting since it started. This company has integrated LED control system, LED landscape lighting research and development, production, engineering, installation and other functions. But with the intense market competition and the acceleration of innovation pace in the industry, this company is in the challenge of market pressure never seen before. The purpose of this paper is to study Huicai’s development strategy and help it to plan the future.Through the review of the strategic management and analysis tools and based on development history and current situation of LED technology, this paper introduced its lead advantage on energy-saving and environmental protection, further emphasized its rapid development trend and wide use as well as in two parts. On the external environment, PESTEL-model is used to analyze the economy, technology, politics, law, society and other macro factors and5-force model used for current competition situation. All these showed that Huicai is facing good opportunity of development and is also has some threats such as light pollution and vicious competition. Internal environment is also analyzed such as company competence, culture, resource, management factors and so on, comparing with competitors for our advantage and weakness in competition. Finally, opportunity, treat, advantage and weakness are analyzed by SWOT. The results showed that Huicai should follow the development strategy of difference and concentration. To enforce this strategy, some measurements should be adopted such as marketing, HR and culture-building.