A Research On The Competitive Strategy Of XX Guarantee & Investment Co., Ltd.

With the development of China's economic, the amount of the medium and small size enterprises grows very fast. All the companies face serious competition, the company will be washed out if can't adjust in time. So in this thesis, I'd like to discuss what kind of strategy XX Guarantee should choose. Firstly, in order to find out the best strategy for XX Guarantee Company, I reviewed the development period of XX Guarantee Company during past years. Meanwhile I studied the current status of the guarantee business in Xiamen. Secondly I concluded the key successful factor of the Guarantee business in Xiamen, and analyzed the ability of the key successful factor. And I compared the XX Guarantee's resource and strategic ability with its competitors. In this way, I can recognize the strength and weakness of XX Guarantee Company. Then I use the theory of " Strategy Bell" model to choose the appropriate strategy for XX Guarantee Company. At the end of the thesis, I provided the suggestion for XX Guarantee Company on how to implement the strategy. I suggest that XX Guarantee Company should choose the low cost strategy. In order to achieve the low cost strategy, XX Company can use the method of marketing development, entering various markets, developing new product (service) and consolidation.