| DK fertilizer Co., Ltd., a small fertilizer production enterprises in Shandong province, its predecessor is the Shandong Agricultural University to promote biotechnology research group affiliated enterprises, and Shandong TY Biotechnology Co., Ltd. incorporated it in 2011.It is a small-scale fertilizer production enterprises, annual output of fertilizer, fertilizer, more than one hundred thousand tons of organic fertilizer, salt fertilization, foliar one million tons, in Jinan and Tai’an has an area of more than 200 acres of modern production base. In recent years, due to the downturn in the fertilizer industry overcapacity overall environment, the company’s development has operational trouble, need to upgrade to get new development. Therefore, the use of SWOT-PEST analysis model for analysis on the company’s external macro environment and the company’s own internal conditions, combined with the characteristics of the fertilizer industry and their own competitive advantages, scientific development and selection of the company’s strategy to upgrade is very necessary, also the company’s top priority.DK company has its own advantages: good research base: good base personnel; company funds in good condition, reasonable debt ratio; technology, product structure is more reasonable, the production process is acceptable; the small size of the company, to upgrade the burden light, and several other advantages condition. Meanwhile, DK’s internal disadvantage mainly in the limited capital, part of the production line behind the level of profitability is not high, low brand recognition and customer loyalty, talent advantage is not fully played out, upstream suppliers of raw materials is almost no bargaining power; professional and technical higher than the barriers, limited research capacity and other aspects.Through analysis, we selected the following aspects of the company as a key strategy to upgrade: First, to further optimize the product structure, slow-release fertilizer to increase production and make full market survey, the yield of existing products according to market demand adjustment; the second is to further improve the production process production lines, expanding the scope of the raw materials, lower raw material costs, reduce environmental pollution of the production process; the third is to adjust the enrichment of marketing policy, compress sales channels, increase business platform, increase and improve agricultural one content and level of service, increase product promotion; Fourth talent strategy, determine a reasonable target of talent to select the right talent strategy, give full play to the advantages of human resources lies; five further enhance research and development capabilities, by increasing R & D investment, Select the appropriate model of technological innovation, technological innovation path build win-win cooperation, to enhance the capability of independent innovation.This study not only helps when DK fertilizer Co. transformation and upgrading, make a place in the market, encourage competition, and at the same time, the paper concluded that other companies in the choice of the fertilizer industry transformation and upgrading strategy to provide certain reference. |
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