A Study On The Competitive Strategy For Malata DVD Player Product

Since 1995,DVD player industry has developed into fierce environment and its unique characteristics.The level of competition and areas of its effect is unprecedented.At present, the DVD player industry is already in mature stage.Due to excessive cut-throat competition, the industry has long been a low-profit era;manufacturers are in the edge of survival.From domestic companies compete in international market and foreign companies compete in our domestic market,many domestic companies closed down or in transition due to the competitions.At the same time the next-generation replacement product "blue-ray DVD" has been saled on the market.With more multinational companies and large domestic enterprises joined,the competition is more excited and complicated.Facing the status quo,existing manufacture enterprises where they should go? How to establish new competitive strategy and achieve competitive advantage?Malata Group Co.,Ltd was the first private company engaged in the manufacture of professional DVD player production.It's also the only old brand enterprise without any recession through hazardous environment.Currently,it's one of the domestic large-scale international DVD manufacturing producers and well-known brand DVD production companies.This thesis chooses Malata Group Co.,Ltd.as the study object.By using comprehensive PEST,Michael Porter's "five forces",value chain,and K.R.Andrews' SWOT analysis tools,and base on the success of Malata DVD player in the past,the author analysis the external macro-environment,changes of features in DVD player industry,resources of the Malata,and as well as the Malata DVD player in terms of value chain and core competitiveness.Finally,the right competitive strategy and it's implementation of Malata DVD player products was chose.The research results show that DVD player industry has a huge market capacity,and still has a good prospect.Malata DVD player faces more opportunities than challenges.Malata company has strong core competitiveness and more advantages than disadvantages.Malata company should continue to be based on DVD player industry.In order to achieve the target of "a global manufacturing base for DVD player industry" it should take "a leading total cost" of the basic strategy of competition.In the value chain of key strategic links,further enhance the integration of product innovation,large-scale of production,brand,and distribution patterns as our core competitiveness.Then achieve leading cost advantage.