Research On FD Company's Development Strategy As Small-and-Medium-Sized Enterprise In Medical Industry

The FD medical equipment Co. Ltd (hereafter referred to as"FD Company") was founded in 2001. It engaged in the production and sale of neonatal medical equipment in China, and it has passed through ten year management course along with the medical equipment industry development of China. During the past ten years, through the active development strategy, FD continually turned the resources capability and comparative advantage to the core competition force, since becoming a pioneer and supply a gap of the domestic neonatal medical equipment, then have exploited both domestic and international markets, and have win the competition. In the process of aiming at the development of the product and service, FD seize the opportunities when facing the risk challenge in its domain, adopting adjust strategy and tactics to solve the problem, and to realize the future sustainable development.The article takes FD Company as a development strategy case target, through sorting out the ten year development history of FD, to summarize the success experiences of it's strategy, and to figure out the primal problems in its developing way. And then the author analysis and debates the future development strategy and measures by applying the tools of strategy management theory, and hopes these concrete and pertinent strategy and measures may make enlightenment for FD company.The article thinks it a essential principle that theory analysis must combine with practice analysis. According to the actual data and situation collected and mastered, by applying the theory based on resource and capability competence, and using the analysis tools such as SWOT, the author takes up the systematic study of the FD company's external environment (such as the economy, population, industry policy and development situation etc.) and the internal factors (such as resource, capability, and outsourcing etc.), and proves the core competence of FD is based on the entrepreneurship and the competitive advantage from strategic alliance. Furthermore discovers the company's opportunity and threaten in the medical equipment industry, the strength and weakness in the market competence, and clarifies development orientation forward. Finally reaches the conclusion that FD company should develop and strengthen the strategic allowance, in order to maintain and enhance its competitive advantage, to solve the problems in developing, and to achieve its strategy aim of sustain development.