| Y LCD Corporation is small-sized high-tech LCD display manufacturer in China.The main productions are LCD,LCM,BTN(VA),light valve,car mirrors,3D glasses and dual-temperature products.Currently,the government provides lots of policy to encourage LCD industries.The domestic market has increased year by year.Y LCD corporation focus on exploration,innovation and careful management,the corporation gained progress while encountered many problems.Such as the ROE of the Y LCD corporation is unstable in recent three years,and the competition pressure of the company is intense.In order to solve the problems of this corporation and develop a better development strategy,this paper uses PEST analysis to study the company's external environment,uses Porter five forces model to analyze the company's competitiveness,analyze the company's internal environment form resources,capabilities,profitability and operational development.From the analysis,we find out reasons of business efficiency fluctuation about the corporation,and the situation of the company's profitability,safety,liquidity,growth and productivity.Finally,this paper uses SWOT analysis method to find out the company's opportunities,threats,advantages and disadvantages,and put forward combined countermeasures.Based on these analyzes,we have come up with the company's development strategy according to the strategic management theory system.Select the Growing Strategy at the company level;use Focus Strategy at the business level,that is to develop the corporation's most technologically advanced automotive LCD products prioritized so that to form a competitive advantage in this area;and put forward the company's development strategy and the promotion measures,such as: Improve the organizational structure,Improve product quality,Expand financing scale,Improve marketing methods,Strengthen technology research and Cultivate corporate culture,these measures will have a strong guiding significance for the better development of enterprises. |
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