Study On Competitive Strategy Of Yujiang Company

With the entry of WTO, the vehicle industry is extensively opened, and several biggest vehicle industries in the world had reinforced the cooperation with some domestic vehicle industries, these result in the Chinese vehicle industry a flying development. As one part in the value chain of vehicle, the vehicle parts industry will get an opportunity to faster development. The Yujiang Company has got a historical chance to develop, at the meantime, it also gets a tremendous challenge from the macroeconomic environment. First, the domestic competition had challenged by the global competition because of the entry of a large number of vehicle parts manufacturers. Secondly, the domestic vehicle parts industries quickened their expansion in China, especially the joint venture between Shanghai Yanfeng and the Visteon group in the Chongqing which becomes a powerful competitor to Yujiang Company. Thirdly, the Yujiang Company had many disadvantages that need adjustment so as to suit the requirement of environment. This thesis mainly studied the competitive strategy of Yujiang Company while facing the increasingly intensive marketing competition and the co-exist opportunities with ventures in order to get advantage in competition and maintain the live or development.In order to indicate the opportunities & threats, author employs the competitive strategy, analyzes the external environment and the competitive status of Yujiang Company. While, the author impotently analyzes the internal resources and competences so to indicate the advantages & disadvantages, besides, finds the core competence by the analysis of Yujiang's value chain, the competitive location and the type of competitive. Then using the TOWS matrix combined with core competence, the author has formulated the competitive strategy in three years. As to ensure the implement of the competitive strategy, at the same time, the author comes up with the measures and the key points in the strategic control so to promote the feasibility ofstrategy.