| Aluminum as an important member of the light metal, it is being used widely inindustry, and its production and consumption accounts second only to steel. It has alight weight, high strength, good ductility, good electrical and thermal conductivityand good recyclability, and currently is widely being used in buildings, railtransportation, mechanical structure, packaging, printing, and surface decoration.In2011, the famous manufacturer of aluminum rail vehicle structure "JilinMidas Aluminum Industry Co., Ltd." in order to maintain competitive advantage andmarket position, decided to invest1.4billion Yuan in Luoyang City, Henan Province,to construct large-scale and high-end industrial structure aluminum company"Luoyang Midas Aluminum Limited." The content and development direction ofnew products are in line with the requirements of the "development of highperformance and deep processing of aluminum products and processes of thealuminum industry "second five" development plan. Although the company has agreat brand and strong technological advantages, but since its inception the companyhas faced domestic heavy extruders duplication of investment, industrial aluminumproduction capacity is too large, the poor economic situation of international anddomestic market and other negative factors.The company has been established for nearly three years, and now is in themiddle time of construction. In the unpredictably market environment andincreasingly competitive circumstances, how to adjust to make the right strategic andto effectively implement and control it, and how to continue to maintain acompetitive advantage, achieve production and deliver results, are major problemsfaced by Luoyang Midas Aluminum Limited. Now adjust to develop strategicpositioning of Luoyang Midas Aluminum Co. product development is of great significance.The article adopts the research method of combining macroscopic withmicrocosmic, qualitative and quantitative, to view the competitive environment andthe internal and external problems faced by Luoyang Midas Aluminum Co. By themethod of matrix analysis, analyze competitive advantages and disadvantages ofLuoyang Midas Aluminum Co.’s product development, and analyze and evaluateinternal and external environmental conditions, resource situation and the companyability by PEST analysis, five forces competitive model, IEF matrix and other tools,develop a strategy applicable to Luoyang Midas Aluminum Co. productdevelopment, determine strategic planning programs and put forward practicalrecommendations and safeguards. Meanwhile think through various factors whichhave impact on company’s development strategy by drawing on relevant content ofSWOT analysis the of the of comprehensive consideration and strive to be targeted. |
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