Competitive Strategy Study Of SINOTRUK Jinan Commercial Truck Co., Ltd

In recent years,the sustained and rapid economic growth has driven the rapid development of the logistics industry.In addition of the High-way construction,the Northward rerouting of southern river,the transportation of the natural gas from the west to the east,the Olympic Games Project and so on,the heavy trucks play an important role in these engineering projects.The demand of the heavy trucks is growing day by day under the national and society's value.SINOTRUK Jinan Commercial Truck Co.,Ltd must process its competition strategy so that it can obtain competition advantage in the more mature and more drastic compete market.This will provide science method for company's manage decision.This paper analyzes SINOTRUK Jinan Commercial Truck Company's strategy choices based on competition strategy theory of Michael Porter.Through comparison analysis,theoretical study and empirical study,it draws a conclusion that the company should choose and implement the difference-making competition strategy.The paper has seven parts.PartⅠis a preface,including background and significance of selected topic,study methods and the creative points.PartⅡis a theory summary,which introduces the competition strategy theory of Michael Porter and the difference-making competition strategy theory.PartⅢmakes use of PEST tool and the five forces model to analyze the outside environment,including opportunity and challenge faced to SINOTRUK Jinan Commercial Truck Company.It is certain that the company is in a potential industry based on the outside environment analysis through the method of Dephi.PartⅣanalyzes the internal resources of the company,including its fundamental condition,products,marketing channel,the operation pattern and so on. It also evaluates the strength and weakness of the company and arrives at a conclusion that the company has certain advantage in the industry through establishing Internal Factor Evaluation(IFE) Matrix.In the fifth part,SWOT analysis is used to get the four competition strategy choices of the company is also taken into account.Then it compares the three competition strategies to choose the most applicable strategy for the company,i.e.,the difference-making competition strategy and the low-price competition strategy.PartⅥexplains how to carry out and control the chosen strategy in organization frame,product tactics,operation model,service tactics,personnel training, corporate culture and internal control.The seventh part is a summary of the paper.To sum up,it is necessary for SINOTRUK Jinan Commercial Truck Company to carry out the difference-making competition strategy to gain competitive advantage in Chinese heavy truck industry.And relative suggestions about the strategy are proposed, which can be guide to practice for the company.