Study On Strategic Management Of Cidly Group

In recent years,the economic recovery is slow in the developed countries,the growth of emerging economies is slowing down,the world's overall economic growth is weak and the external business environment is grim.Especially in the LED lighting industry,because of the fierce competition,lack of core technology and lower industry accessing barriers,all these series of problems brought lots of uncertainties about the future of enterprise.Therefore,the research on enterprise's strategic management is playing a key role for its sustained and healthy development.The research object in this paper,CIDLY Group,which is a new and high technology enterprise,founded in 2009,mainly engaged in the manufacture of the LED plant light and the LED aquarium light.In order to promote the sustainable and healthy development of enterprises,in this paper,we discuss on some aspects,which including the strategic environment analysis,next five years strategic goals and the specific safeguard implementation.Firstly,on the basis of reference to domestic and foreign scholars' research results,this paper reviews some correlative theories of the enterprises' developmental strategy,analysis the macro environment and industry competitive environment of the CIDLY Group respectively by PEST analysis and Potter's five forces model,and analysis the internal advantages and disadvantages of the CIDLY Group by SWOT analysis.All these analysis further define the strategic positioning and strategic choice of the future of the CIDLY Group.Secondly,combining with the previous strategic environmental analysis results,this paper designs the development strategy of the CIDLY Group's corporate-level and functions layer.The corporate-level strategy mainly includes two aspects,the core competence cultivation strategy which main contents including the cultivating core talent employees,key technology achievement and major products research and development,the cost leadership strategy which main contents including cost saving of research and development,cost saving of purchasing,cost saving of market management and cost saving of storage management.The functions layer strategy mainly includes marketing strategy and information strategy.Finally,this paperputs forwards to some corresponding measures about the organization,talent,capital,technology,supply,sales and other aspects to implement these strategies.This paper may have certain guiding significance for the development of the CIDLY Group in the next five years by the integrated design of the strategic environment analysis,strategic design and strategic safeguard measures.Meanwhile,the existing strategic choice and the future strategic design of the CIDLY Group may also provide some certain reference for the same type of LED plant lighting industry on the area of strategic decision.