Shenzhen WZ New Materials Co., Ltd. Development Strategy Research

Shenzhen WZ New materials Co., Ltd.(hereinafter referred to as WZ Company) ranked 53 rd among China top-100 packaging enterprises in 2013, and ranked 16 th among the top-20 enterprises packaging enterprises in the sub-industry which it belongs to. Meanwhile it is selected as one of top-500 manufacture enterprises in Guangdong. WZ Company’s headquarter is located in Shenzhen, and it has established subsidiaries or branch offices in 10 cities of Pearl River Delta, Yangtze River Delta, area around Bohai Sea, industrial clusters at central China, western economic zone in China.Development history of WZ Company is representative in domestic plastic packaging industries. Firstly, it developed to a national electronic plastic packaging enterprise from the initial small workshop through nearly 20 years efforts by itself. It also listed as share A on SMEs board at Shenzhen Stock Exchange successfully in 2014. Secondly, WZ Company’s deficiency on strategic management severely restricts the realization of its rapid, healthy and sustainable development.The purpose of this article is to help WZ Company analyze the current external environment and internal conditions, and conclude the opportunities and challenges for it and the advantages and disadvantages of it; draw up a development strategy conforming to the company’s actual conditions to enhance the company’s advantages and avoid disadvantages through resource integration. Hope the research idea of this thesis can provide possible reference for the domestic companies of same industry to research development strategy.Firstly, this article discusses the background and significance of drawing up development strategy, summarizes the present situation and tendency of strategic management for domestic and foreign enterprises, and puts forward the contents and method of drawing up development strategy.Secondly, this article analyzes the macro-environment for the enterprise with PEST economic model and the industry environment of electronic plastic packaging by Porter’s Five Force Model, to make the enterprise know the opportunities and challenges it is facing clearly. Then the article analyzes the advantages and disadvantages of the enterprise on the enterprise’s internal resources and ability, generalizes the enterprise’s internal advantages and disadvantages, external opportunities and threats to form the vision and mission for WZ Company, and puts forward the corresponding development strategy selection to define the company’s strategic emphasis and phase division.Finally, this article puts forward reforming enterprise management system, optimizing product structure, quickening business expansion, strengthening market development, perfecting enterprise culture and other strategic safeguard measures, providing reference for the company’s strategic decision and deployment and the realization of the company’s healthy, orderly, rapid and sustainable long-term development.