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Shoreline Furniture Corporation Strategy and Executive Plan

Author: ZhouXiaoLing
Tutor: ChenXu
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: development strategy value chain strategy execution
CLC: F279.26
Type: Master's thesis
Year: 2005
Downloads: 124
Quote: 0
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Abstract


Strategy decides the future of the enterprise, and a development strategy based on scientific analysis is key to the healthy growth and continuous development of the enterprise. Shoreline Furniture Corporation, a middle size furniture manufacturer in Chengdu, is faced with the furious competition from numerous local and outside furniture manufacturers. Without a clear strategy for the future development, the management group of the company is faced with the problem of where the company should go. This paper is aimed to help the company to find its direction and make a specific strategy and executive plan. In this paper, based on the analysis of furniture industry and its development trend in China, the strategy of horizontal integration is proposed for Shoreline Furniture, considering the status quo and characteristics of the company. That is, to form an alliance with some similar company by reorganization, and to reach the goal of growing to be the leading group of furniture industry in Sichuan, and trying to reach the first or second place in the group in 3 or 5 years. Constructive measures are proposed on the improvement of organization structure, employee behavior, brand effect and service level by analyzing the value chain of the company, which will help and benefit execution of its strategy and target. Some advice on supply, production, distribution and retail, and customer are given for the solution of supply chain management, such as that cooperation and communication between sections of the chain should be strengthened, and that flexible and advanced marketing mode should be

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CLC: > Economic > Economic planning and management > Enterprise economy > Companies around the world economy > China > Individual enterprise economy
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