Strategy Study Of Fengfan Co.,Ltd

As the rapid development of China marketing economy, the external environment haschanged enormously, the competition among enterprises getting more and more fiercely.Facing these complex and uncertain surroundings, how to make the right strategy to adopt theenvironment change and stand out from others becomes the foremost problem in theenterprise. Strategy management is particularly important to Fengfan, as Fengfan is astate-owned old brand enterprise.This article studied about the strategy management of Fengfan Co., Ltd according to therelative theries in Strategy Management field, and tried to find the proper developmentstrategy for Fengfan. It takes from the aspects of micro environment, industrial environmentand environment protection released recently to analyze the external-environment, adoptingMichael Porter’s Five Forces Model in analyzing the competition strength, and focus on thecompetition in staring battery line, thus to find the opportunity and threaten. Besides, it takesfrom the aspects of human resource, sales&marketing and financial indicators to analyze theinternal-environment, to find the advantage and weakness. The article established companystrategy through the method of SWOT combination, and elaborated from R&D, sales&marketing, human resource and management of information system to guarantee the strategyimplementation in the last.