Based On Creating Shared Value Champion Chemical Development Strategy

Champion Chemicals(Shanghai)Co.,Ltd was founded in early 2004.The company is specialized in researching,producing and sale of fine chemical products.At its early stage,Champion was an international trading company devoted to introducing the best foreign performance products and formula to domestic production enterprises.Focusing on sale and application of raw materials in different industries,Champion’s products include paint,ink,adhesives and construction materials.In the 2008 global financial crisis,the paint industry in China was also faced with stressful situations including reduced price,increased material and labor costs,increased competition,as well as more and more specialized market.In order to keep ahead of the competition and achieve sustainable development,in 2013 Champion invested in a production company in Taicang,Jiang Su province,becoming its major shareholder with significant influence.Champion then registered its own trademark and built research and development(R&D)office as well as production facility,successfully switching from a trading company into a production company that has its own R&D,production,application and marketing departments.Using strategic management theory,PEST analysis,Porter’s Generic Competitive Strategies and SWOT analysis,this article analyzes the business situation of Champion at the current stage.Create the sustainable development strategy and shared value based on the benefit of the society,the environment,employees,shareholders and customers.It also establishes the market position and competitive strategies for Champion through a thorough research and analysis of the current paint and fine chemical products market in China.