Research On The Development Strategy Of The KRT Company

In the global manufacturing today,faced with the new technology revolution and industrial revolution,the Chinese economy has gradually integrated into the global economic system.The KRT company was faced with unprecedented opportunities and challenges as a medium-sized foreign trade export processing private enterprises.By revealing the difficulties and existing problems in the development of the KRT Company,this paper analyzes its causes and applies the five-force analysis model to the KRT company's industry environment,applies the SWOT analysis method to the KRT company's core competitiveness.Based on these analyses,this paper proposes that the KRT company should choose the strategy of expansion(growth)as its own development strategy.In order to realize the development strategy,this paper sets out the development strategy target of KRT company for five years(2017-2022)in detail,and does a specific deployment from the six aspects of competitive strategy,market operation strategy,supply chain operation strategy,organization structure strategy,personnel training strategy and enterprise culture construction strategy.This paper is composed of six chapters as follows.In the first chapter,the author introduces the meaning of strategic management,the development of western strategic management,the new strategic management theory system,the analysis tools and the main research methods of strategic management.In the second chapter,the author briefly introduces the development of KRT company,summarizes the difficulties and problems faced by the KRT company in the development,and analyzes the causes.It points out the weaknesses of the KRT company in strategic management.In the third chapter,the author analyzes the industry environment of the KRT company in detail,including the detailed analysis of the competition status of the KRT company,the life cycle analysis of gift wrapping paper industry and the KRT's competitive position in this industry.The core competence of the KRT Company is analyzed by SWOT.In the fouth chapter,based on the analysis of the KRT's industry environment and the analysis of the KRT's core competence,the SWOT matrix selection model is used to list and select the options that can be chosen and to choose the expansion(growth)strategy as the KRT company's development strategy.The author also develop the KRT company's strategic objectives for the next five years.In the fifth chapter,the implementation of the KRT company's development strategy has been made in six aspects:competitive strategy,market operation strategy,supply chain operation strategy,organization structure strategy,personnel training strategy and enterprise culture construction strategy.In the sixth chapter,the author makes a conclusion.This paper starts from the present situation and the development of the KRT company.The strategic management theory and strategic analysis tools are used to make a comprehensive strategic analysis.On this basis,the SWOT matrix selection model is used to determine the expansion(growth)strategy as the KRT company's development strategy.This development strategy not only solves the existing problems of the KRT company,but also matches with the KRT company's future development.It is a concrete and executable development strategy,which can guide the KRT company.