TI Group Market Competition Stratagem Research In China

Automotive Industry is the backbone of National economy same as many other countries in China. After Joined the WTO, automotive industry did not face deep end as anticipated, but it kept with a quick increasing in 4 to 6 years. In 2003, the rate is almost astonished 80 percent. Follow up automotive industry increasing, it needs the developing and improvement of automotive components suppliers. TI Automotive China faced the same problem.TI Group is a global leading company as tier 1 of automotive components manufacturer, and TI is focus on fuel storage & transfer and fluid carrying system. There are over 100 factories in 29 countries and 20,000 employees, and the sale is about 2.3 billion dollar. There are over half of global 52 million sedans to use the brake & fuel lines of TI Group today.In 1985, Hua Yan Bundy Fluid Systems Co., Ltd was founded, and TI Group entered China market. By the end of 2003, the market share of TI brake & fuel lines achieved 60% - 65% compared with total China brake & fuel lines. The sales are 360 million RMB.This paper analyzed the resource of TI Automotive, including practicality, finance, product/technology, organization structure/human resource, intangible asset etc. and identified the advantages and disadvantages of TI Automotive. It describes the vision of TI Automotive"health, harmony, wealthy". Introduce the quality management system and environment & health assurance system. Also present the enterprise symbol of high quality, high technology & high market share to customers. The results of Boston matrix indicate: Brake & Fuel lines belong to star product; HVAC & other automotive lines belong to issue product. Get the four strategies based on SWOT analysis. SO strategy: enforce and using all advantages to keep the increasing of market share, keep the leading in new technology. WO strategy: enforce human resource building, utilize the scope expansion of existing product to reduce the cost, and utilize the product variety to reduce the cost. ST strategy: avoid complete price competition by enforcing the diversity advantage. WT strategy: diversity centralizes strategy to decrease depreciate pressure.Analyze the market requirement and competitors of fluid carrying system. It analyzes the disadvantage of China automotive components industry, including the small scale enterprise, slow developing speed, low level developing, weak R&D capability and nonstandard export business etc. Using Baud"five power analysis method", analyze the market requirements of China fluid carry system, analyze market requirements of braking tube, air conditioning tube and fuel oil tube, analyze the ways to acquire the order and delivery the products of auto parts, analyze how to break into the barrier, relationship of material supply & product supply and replaced products. We analyze the main competitors for TI group in China market, such as三樱Industry Company from Japan, Maruyasu Company, Tianjin Tubing Plant, Yada Plastic Products Co, ltd etc, about their organization target, resource, achievement, strategy and weakness etc. We also analyze the subdivided competitors in China auto tubing industry.TI Group fixed the market orientation and competition strategy in China based on internal & external analysis. The product orientation is centralizing strategy, i.e. diversity centralizes strategy on domestic business, and cost centralizes strategy on foreign business, market pervasion strategy on HVAC and other product in China. The strategic target of TI Group will be expanding product scope and expanding in Japan & ASEAN market. And the market competitive strategy is keeping the leading technology, optimize the operation layout and build up the lasting driven power in enterprise.Establish market competitive countermeasure in China to follow up TI China business strategy. Including to establish good supply chain and harmonious relationship, integrate internal resource, carry out brand strategy, utilize global advantages and expand export capability. Realize the harmonious supply chain relationship by following methods: insist on focus on customer, insist on quick feedback and service for customer, and form strategy partner relationship with OEM. TI Group realizes the latitudinous integration by localization in China market; Realize operation integration by satellite plants union. Realize purchasing integration by localization on raw material and optimize suppliers. Carry out brand strategy by high quality, advanced technology, reduce the cost, good management and improve service. The emphases of TI Group will be in the following. To focus on customer requirement, integrate global resource, provide best values to customer, reduce integrated cost, win investment yield, and expand export capability through quality, service, and technology and price advantages.Certificated in practice, the strategy orientation is successful and it won the excellent achievements. The leader team of TI Automotive China would consider the situation, exploit and enterprise with excellence leadership and professional capabilities to achieve the successful and brilliance future.