Development Strategy Research Of EMN PVB Business In China

EMN Company is a leading special chemicals company based in US,recently throughthe acquisition of PVB business from the US' company – SOI,that the most important business unit from SOI company.PVB film is the key raw material of lamination safety glass,which drives that there is no person injury once the glass is damaged after the glass and PVB film are laminated under high temperature and press by autoclave.EMN is currently being PVB producer through after acquisition has made,going to develop the biggest market in demand– China.Per the related theories of strategy management and basic analysis methods,this paper analyses macro-environment of global solar industry.The evaluation is accomplished with PEST analysis method from political,economic,social and technical aspects.In addition,the PVB film business environment is analyzed utilizing Porter's five forces model from buyer bargaining power,supplier bargaining power,the threat of new entrants,the threat of alternative products and the competition strength of existing competitors.This thorough analysis determines potential opportunities and the threats for PVB film business in the solar industry.Also,the study points out the advantages and disadvantages of the EMN company based on SWOT qualitative and quantitative analysis of the internal company conditions.Subsequently the EMN PVB film business development strategy is characterized as differentiation strategy by strategy thought,position and target.The differentiation strategy means increasing R&D investment continuously and updating the existing products,achieving excellence and uniqueness of product performance,influencing industry standard and leading the industry,winning additional profits.In order to accomplish this strategy,it requires vigorously pioneer in an emerging market,maintain existing shares in the European market,build a new manufacture facility in China to focus on the Asia Pacific solar market,achieve higher global market share with increased more profits.Additionally,this paper proposes five key factors and guarantees of successful strategy implementation,namely adjusting the current organization structure to achieve increased efficiency,developing and upgrading the existing product to achieve product uniqueness and difference,offering high quality products and better service to achieve higher customer satisfaction and loyalty,implementing a global supply chain to achieve higher optimized resources allocation and service professionalization,guaranteeing the availability of raw materials to achieve increasedindustrial barrier.End of this paper,it refers to the financial and market risks that lie on the horizon,provides related recommendations and measures...