2007年开始,随着竞争的加剧和经济环境的走弱,企业外部经济环境、行业环境、内部管理都发生了变化。使得S公司从2007年绝对领先的75%市场份额下降到2012年末的25%的市场份额。

面对日趋激烈的竞争和逐渐扩大的市场规模,如何保持市场份额并推进企业发展,已成为公司急需解决的重大课题。本文希望站在战略规划的角度上,解决S公司市场份额不断下降的状况,使S公司重新回到铸造级铬矿砂的国内主导者地位。

本文旨在以S公司的历史沿革以及当前发展的内外部环境为依据,以企业战略管理相关理论为指导,运用行业竞争五力分析模型和SWOT分析模型,提出公司的战略发展规划和措施。本文对S公司的战略规划给出的建议是:以增加市场份额战略为导向,以总成本领先策略作为突破口,并在这个过程中的职能战略方面做好实际可行的规划,确保战略的实施。最后也叙述了:如何达成目标,人的因素最为重要这一理念。

其意义是为中小型矿产品加工企业在激烈竞争的市场环境下的战略规划提供有依据的参考。

关键词:战略规划;内部外部分析;增加市场份额战略;总成本领先AbstractS mineral company is the first one import South African foundry chrome ore into China,the current annual demand for 260000 tons of Chinese market. Beginning in 2007, with theaggravation of competition and economic environment of the weak, enterprise externaleconomic environment, industry environment, internal management has changed. The Scompany from 2000 75% absolute leading market share fell to 2012 at the end of 25% marketshare.In the face of fierce competition and gradually expand the size of the market, how tomaintain market share and promote the development of enterprises, has become a major issueof company urgently needs to solve. This paper want to stand in the strategic planningperspective, to solve the S company market share declining state, the S returned to castingchrome sand domestic leading position.This paper aims to S's history and the current development of internal and externalenvironment as the basis, with the related theory of enterprise strategy management as theguidance, combined with the change of market competition environment, analysis of thecompany's competitive strength, the industry competition analysis model and SWOT analysismodel, put forward the strategic development plan and measures of company. In this paper,strategic planning is given for the S company's advice is: to increase market share strategyoriented, with the total cost leading strategy and functional strategy as the breakthrough point,in the process of doing practical feasible plan, ensure the implementation of the strategy.Finally it also describes: how to reach the goal, which is the most important concept for thehuman factor.Key Words: Strategic planning; competitive situation analysis; increase market sharestrategy; total cost leading strategy1绪论1.1研究背景S矿业公司主要产品为南非祷造级铬矿砂,他是20世纪90年代从南非引进铸造级络矿的中国第一家公司,并成功地从1999年的市场需求从0.1万吨,增加到目前的年需求26万的市场容量,但在此期间,也出现了大大小小的竞争对手不断瓜分市场份额。

使得S公司从2007年的75%市场份额下降到2012年年底的25%的市场份额。

中国铬矿资源相对稀少,根据满足需求的程度上来看,是一个资源短缺。99%依靠进口。它主要用来生产络铁合金。铬铁是不锈钢的主要组成部分,可以产生各种类型的特殊钢,不绣钢,工具钢,耐热钢,弹簧钢等。

本文涉及的是南非祷造级铬矿砂,它属于特种铬矿砂的一种。主要的用户在耐火和祷钢两个行业中。

据分析,近年来,中国的主要进口铬矿主要是南非,土耳其,阿曼,印度,巴西,阿尔巴尼亚,伊朗,巴基斯坦,马达加斯加,津巴布韦,越南和菲律宾。