| Changhe Special Coating Co.Ltd was established on May 8th of 1993,by the EPA of Harbin,RTB of producing special industrial paint,antirust grease and thermal spraying sealing reagent.By January of 2002,the company has been restructured to joint stock enterprise.With registered capital of 5.2 Million yuan and total assets of 30 Million yuan,Changhe Special Coating Co.Ltd is engaged in research-production-marketing of heavy-duty coating and other special anticorrosive coating.After 24 years,the company does not have a certain strategy and steps into confusion.Therefore,a development strategy should be studied and designed for Changhe Special Coating Co,Ltd.Firstly,in this paper,the development process of Changhe Special Coating Co.Ltd is introduced.Then,using SWOT analysis,with the results of the company's interior environment analysis and external environment analysis which is by PEST model and Michael Porter five forces model,provides the basis for the design of the development strategy.Secondly,the concentric diversification for Changhe Special Coating Co.Ltd is generated as its overall strategy,and the strategic ideas and objective are established.Moreover,functional strategies are specified,such as production management type,resource guarantee type,and strategic support type.Finally,Aiming at the weak links in the actual management of Changhe special coating Co.,Ltd.,in the three stages of launching,planning and implementing the strategy implementation,the concrete measures of the dynamic cycle have been designed to ensure the effectiveness of the strategy implementation. |
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