The Research On The Development Strategy Of Guangdong Electronic Machinery Industry Group

The enterprises in Guangdong Province have been undergoing a rapid speed of reforms since the year of 2000. Hundreds of enterprises separated from the government and army then restructured into some provincial integrated asset management cooperation. These enterprises group normally have a large scale of industries that belong to the general competitive type mostly, which its primary business is less prominent presenting a feature of large-scale but not so strong. With the development of market-oriented economy and the intensified competition of industries, the state-owned enterprises (SOEs) have made remarkable reforms since the last decade, implementing the strategy of industry transition to new competitive advantages from the traditional low valued-added, low technology and inadequate of competitive trading and processing industries, which is a inevitable choice for them.Taking Guangdong Grandyea Mechatronics Group Co., Ltd. (GMG) as the research object, the integrated economics and business management in theories and schemes are applied for this case study. On the basis of the overall systematic analysis of the industry developments and competitive landscape that GMG faced with, a systematic analysis on the strength, weakness, opportunities, and threatens of GMG in this paper with the combination of business competitiveness analysis and classic analytical method of SWOT and a conclusion is made: the GMG has quiet a mature cooperation and channels in Enterprises, Campuses and Research Institutes, the widest networks and largest sales in construction and agricultural machineries line, the advantages of owing provincial enterprise technology center and the platforms of Pearl River Delta industrial and information-based combined innovative service,the leading superiority on machinery and electrical products researching, consulting and technology service. Even so, GMG are faced with the problems of the primary business haven't formed yet, low value of industry gross output, insufficient capabilities in technology R&D,large proportion of capital assets, few of management assets; Some staffs have old-fashioned concept and lack a sense of crisis; the lack of some efficient management and motivation of some member company. Meanwhile, although the enterprises are faced with a great good moment of the automobile industry and other service related industry that comes with the development of society and economy, they also must face up to the fierce competition and the threaten of more powerful integrated enterprise's constantly pressure .According to the industry developments and competition situation of GMG, this paper suggests some development strategy as blow. Firstly, the GMG's inadequate relevance among every business requires a transition and updating, which the strategic transition from non-related diversification to the related diversification must be carried out. Secondly, in accordance with the current business status, GMG should establish an operation of business that led by the modern service industry and the application of information technology, thus to promote and drive well the traditional industry. Thirdly, GMG should bring about the transition of its key business specialty to the modern service-oriented, which can be make full use of and established as a great competitive advantage.Chapter 1 is introduction about the research background and the significance of the selected topic, elaborating the importance of strategy management of SOEs especially for the GMG. Meanwhile, it gives a brief review of the related research bibliography and conclusion on the strategy transition of SOEs, together with the contents and framework of this paper. Chapter II is analysis of the internal environment of GMG. By making a specific analysis of every resources and capabilities that MG possesses, it illustrates its key capabilities and relatively competitive strength as well as weakness.Chapter III is analysis of external environment of GMG, it details introduction of industry developments at home and aboard that MG engage in and the status of industry competition, using the five-element competitive model to obtain the opportunities and threatens that MG in face of.Chapter IV is about strategy positioning. It outlines the SWOT strategy analysis matrix of GMG. Following a deeply understanding of the aim of strategy, the enterprise strategy position, business line position, marketing position, competitiveness strategy and advantages position ,the development approach of GMG are analyzed and discussed.Chapter V is the tactics of strategy implementation, elaborating the optimization of management structure, capital structure, profit structure, the innovation and perfection of the management model, the enhancement of project input and the establishment of strategic alliances etc.