Jinan Iron And Steel Group Cold-formed Steel Company Market Competition Strategy Choice

Jinan Iron & Steel Group Co., Ltd. Cold Roll-forming Steel Co. is the important project which is the 12th Five-Year Plan. It belongs to Shandong iron and steel group. The project earmarks three hundred and fifteen million Yuan and it was formally established in July,2012. The main products are including as follows:marine square tube and round tube for marine, square tube and round tube for bridges, square tube and round tube for structures, square tube and round tube for mine construction, square tube and round tube for construction machinery, steel sheet pile sea reclamation works etc. With the operating, the overall efficiency is not ideal for our company. In the down turn situation of iron and steel industry, the price of iron steel was the lowest in the last ten years in September,2014. And our company is also in the loss situation. Since the company sets up a short time, the intensely market competition, the market share enhanced slowly, the serious shortage of orders, productivity not released, the production costs not inconsiderable, the product price is not ideal, all of these due to the continuity loss.The article includes analysis tools as fellows:PEST analysis, porter five analysis and SWOT analysis etc. On the basis of the analytical tools, the article searches deeply to the company, and gets the status of industry and the direction of the development. From this, company finds out the correct position of the target market and industry. With the method of PEST analysis, it analyzes the macro environment, including the political environment, economic environment, social environment and technology environment. With the method of porter five force analyses, it analyzes the threat of potential entrants, the threat of substitutes, suppliers and buyers bargaining power, the threat of industry competition. With the theory of porter's competitive strategy, it determined that the company's short-term competitive strategy should be taken to the differentiation strategy, and long-term competitive strategy should be taken to integration of cost leadership and differentiation strategy. Meanwhile, it must formulate measures for its implementation. In conclusion, the company's short-term should adopt differentiation strategy to participate in the national top grade of cold bending steel market competition. Only in this way. the company turns around.The article aims at Jinan Iron & Steel Group Co., Ltd. Cold Roll-forming Steel Co. to analysis the internal environment for our company, the market situation and the feature of cold roll-forming steel, especially the market overall situation, the situation of major competitors, the market forces and the advantage and disadvantage of ourselves, including operating time shortly, high cost, poor profit, marketing problem and so on. While, it also researches the competition strategy of the short-term and long-term, putting forward a plan to the Jinan Iron & Steel Group Co., Ltd. Cold Roll-forming Steel Co.With the rapid and stable development of economy in China, more and more state-owned industries faced the triumphantly withstood, with more serious competition beyond the steel company. The paper researches the market place strategy for the Jinan Iron & Steel Group Co., Ltd. Cold Roll-forming Steel Co, hoping to be helpful to state-owned deep processing products of iron and steel companies when they were involved in competitive effectively in the domestic market or the international market. In this way, it creates a true sense of the iron and steel market economy.