Study on Competitive Strategy of Jinan Iron and Steel Group Corporation
|Keywords||Jinan iron and steel group corporation competitive strategy SWOT analysis|
Strategy is the activity that a company with advantages and weaknesses makes responses to the external threats and opportunities. And, strategy management is that a company analyzes the strengths, weaknesses, threats and opportunities, and chooses the right strategy. In planned economy days, few enterprises considered company strategy. But recently, more and more focuses on strategy management. Jinan iron and steel group corporation (Jinan steel in shortened from) is the very example.Jinan steel is a state owned enterprise that was founded in 1958. In 2005, with its year’s steel yield have being reached 10 million tons, Jinan steel enter the Chinese top 10 steel corporations. Having the biggest market share of median plate and massive plate, Jinan steel became one of the greatest steel companies in China. But, because of the increasing competition, this company have to face the problem of how to develop itself in the future. From 1990s, Jinan steel began to run its strategy management.Based on the fact of China steel industry and Jinan steel group, firstly, this thesis analyzed the internal and external environment and studied the resource capability by PEST analysis and 5-power model methods. Secondly, after studying the strengths, weaknesses, threats and opportunities of Jinan steel by using SWOT analysis method, the author brought foreword the increasing strategy about "keeping ahead on cost" and "focus on plates". And at last, the author considered that this company should implement the strategy effectively by a system of measures which are composed of cutting costs, building the base of high-class plate and strip, optimizing the supplying chains, developing the circulatory economy and establishing the modern company culture. The study of this thesis gave out the strategy plan method, strategy orientation and strategy complement measures, which can direct Jinan steel and other enterprises in this area.The planning and complementing of strategy system , which is not immovable but dynamic, should be managed and adjusted duly. The author hopes that this study can be valuable for high-levels to implement strategy management, especially for administrators of big enterprises in manufacture industry.