Research On Competitive Strategy Of Qingdao LF Asphalt Ltd

The rapid development of the highway have been provided a huge market for the modified asphalt industry. However, many modified asphalt enterprise cannot collect the payment in time since2011due to the influence of some national policies like tight credit of national bank, funds shortage of highway construction. As a result, some modified asphalt enterprises are forced to stop prdoduction due to too much accounts receivable and broken chain of funds. Some small modified asphalt enterprise without competitive advantages also begans to withdraw from the market.To be a enterprise enters into modified asphalt market earier and with a certain strenghs,, Qingdao LF asphalt company has made great contributions for the use and pormotion of modified asphalt. It has certain advantage in comparison to other companies in terms of market experience and brand reputation. However, Qingdao LF asphalt company also faces the dificulties and problems under severe market change,such as shrinking market, insufficient funds. Intense competition etc. e. Therefore, It is quite positive to Qingdao LF asphalt company to research and make the market competition strategy in terms of helping the company out of the woods, and establishing competitive advantages in domestic market.Starting from analysing the market profile of the modified asphalt, through collecting,sorting and summarising all aspects of data, the thesis introduces the importance and necessities of the market research,which means to study the enterprise’s competition stratey and to helps it out in the end. The thesis summarised the relevant theories of strategic management and research progress before the strategic research in this paper, focused on competitive strategy theory and the main analysis tools. Then analize the external enviroment of Qingdao LF asphalt company with the help of competitive strategy theory, including the analysis of macro environment by PEST and industrial environment by Michael Porter s Five Forces Model.Meanwhile, the thesis analize the internal environment of Qingdao LF asphalt company with the competitive strategy theory,which mainly analyzes company’s organizational structure, human resources, financial status, technical level, production capacity and marketing capabilities. Finally, the thesis establish a swot matrix and make strategy feasibility analysis and selection according to the Qingdao LF asphalt company internal and external environmental and develepment status. Through above analysizing, the thesis got a conclusion that the suitable competitive strategy for Qingdao LF asphalt company is Objectives focus. Which can also lower the production cost for company. In order to implement the enterprise strategy for Qingdao LF asphalt company successfully, the thesis propose the implementation and safeguard of Objectives foucs which include many items. Strategic implementation includes:centralized positioning, expanding target market; Enhancing the modification technology level and forming the core competitiveness; Setting up the service system for target market; Optimizing the enterprise key value chain, Strategic safeguard includes:enterprise culture construction organizational structure. and strengthening the accounts receivable collection work.