Development Strategy of GuangZhou AL Industrial CO., LTD
|School||Huazhong University of Science and Technology|
|Keywords||Development strategy Manufacture of leather shoes Supply of leather goods|
Since 2008 , the global economy into the most serious crisis in the state , will have a profound impact on the world economic structure . At present , the world economy has not yet completely out of the woods , but there are encouraging signs of economic growth experienced in 2009 inflection point , the recovery growth . World trade in all kinds of trade barriers , anti-dumping rising voice , coupled with the pressure of RMB appreciation , as well as rising prices of raw materials , leather shoes industry is facing a growing challenge . In this situation , AL how to survival and development , strategic thinking is required to find a policy of sustainable development . In this paper, the the PEST method of external environmental analysis of the economic , political , social , and technical ; using Porter's five forces model analysis of the industrial environment facing AL ; AL Company competitors ; analysis from the company 's development process and functional management internal environment ; analysis , summarized the strengths and weaknesses of the company AL , analyzing external opportunities and threats facing AL SWOT matrix , strategic match , formulate of AL development strategy and strategic objectives , planning goals path and principles , AL functional strategies . This study suggests that the future development of the Guangzhou AL should be a growth-oriented development strategy . Comprehensive leather suppliers take full advantage of the product development and marketing advantage , developed into shoes , belts, purses and suitcases as one in eight years time , the sales revenue of 10 billion yuan . To achieve these strategic objectives , AL should implement organizational strategy , operations strategy , marketing strategy , financial strategy and human resources strategy , dominated by the international market to both domestic and international markets shift ; ordinary shoes suppliers to the high-end \- shoes suppliers into ; the integrated suppliers into one single shoes suppliers to shoes, belts , purses , luggage .