The Corporate Strategy Of Js Firm As An Export-oriented Manufacturing Enterprises Of Fire Fighting Equipment

The background of this thesis is that Europe and America as the global manufacturing powerhouse are implementing the plan of re-industrialization and most countries are embracing the policy of trade protectionism while China manufacturing industry is on the period of transformation and upgrading.The small export-oriented manufacturing enterprises in China are having multiple pressures and difficulties on their business.The purpose of this thesis is to find a way out for most small manufacturing enterprises that are at the end of the industrial chain by the case study based on the theory of corporate strategy and the strategic analysis tools so that they can get superiority for their future development.The object of study in this thesis is JS Co.,Ltd who is an export-oriented manufacturing enterprise and focusing on the producing of metal products for the wet system of fire fighting equipment.The study methods used in this thesis are included the theoretical research,case analysis,summary of experience and sensitivity analysis.After tracing the 16 years' development history of JS,the author collected the massive business data and analyzed its current external business environment and internal resources and conditions by the theory of corporate strategy and the strategy analysis tools.It's concluded that JS has a steady development in its long-term operation but it is still at a low level.Through linking the theory with practice,the author defined the corporate strategy objective of JS and strategies.As to make JS operated efficiently and successfully at a high level,the corporate strategy shall be implemented smoothly on the premise that the leader of JS—the boss will update his concept and knowledge on the business and all specific tactics of the implementation of the corporate strategy will be done well.Finally,it comes to some main conclusions.There are some creative new research results in this thesis are following:1.The development space is still there for the manufacturing enterprise at the end of the industrial chain,particularly for the small manufacturing enterprise.With the micro-environmental changed significantly,the manufacturing enterprise shall embrace it instead of fear.It's a basic business philosophy to do business legally.By using the theory and analysis tools of corporate strategy,the manufacturing enterprise can know the environment and itself well and find two types of person as the key of the company: Staff and Customers.And based on that,they can find the development target of the company and focus the strength of the company's resource to be a Well-Focused Specialist while they can catch their opportunity.Therefore,the manufacturing enterprises at the end of the industrial chain can also getting stronger and bigger for their business.2.There are three important findings in the uncertainty analysis of enterprise profitability through cost-volume-profit model.Firstly,the impact of exchange rate on profitability of manufacturing enterprises with self-owned export business increases with the proportion of export business.Secondly,the key to improve the profitability of enterprises is to increase the profit margin of products and control the largest proportion of cost components.Finally,the sensitivity of product price to the profitability of an enterprise is determined by its benchmark profit margin,which is the reciprocal of the benchmark profit margin.Moreover,the lower is the benchmark profit margin,the higher is the sensitivity coefficient of exchange rate.That is,the lower is the profit margin of the project or enterprise,the more attention should be paid to the exchange rate and the price management.