| Road roller is a part of building construction machinery. With the development of China's economy, large numbers of construction projects of infrastructural facilities have constantly input and carried out, providing good opportunities to develop for the trade of road roller, the manufacture industry of road roller in China is growing and being stronger in this environment. Moreover, because of the large market demands, new competitors have just come into this field in recently ten years in our country. Some famous businesses in the world also join the market of China through building factory with their own investment, joint venture or merging, according to this, the team of road roller construction has been stronger than before, it leads that the yield of the product has grown too rapidly and is tending to be too much, so the phenomenon of providing much more than demanding has appeared, the competition is very intensely. The competition between companies is not only on the quality and the price, but also on the service and the overall ability of the company. Facing to this situation, strategic management is the most important thing.After Sahm Heavy-duty Machine Co., Ltd joins XGMA in1998, understanding the trend of the production's development, making clear what the business's position is in the consortium's overall arrangement, then what to do! So the business grows quickly in five years after merging. Besides, the company and XGMA always are in operation separately, and both of them were not integrated effectively in the resource. Facing on the complicated market competition situation, the company can't gain a big progress at time, what's more, the scale and the share of market can't increase clearly. based on this, this essay combines what I have learnt on strategic management; analyze the external and the internal environment of Sahm Heavy-duty Machine Co., Ltd on the basis of strategic analysis, strategic choice and strategic implement, especially about the situation, opportunities and threatens on the road roller's development, finding out the superiorities and the inferiorities of Sahm Heavy-duty Machine Co., Ltd, put forward the strategic position and strategic goals through matching and analyzing. And then, on the strategic choice, it should take market enlarged strategy on the company layer. On the business functions layer, it should take market penetrated tactics, international tactics, pay attention to new product development and technology innovation, The cost of leading the implementation of the tactics, cooperate with the tactics about the differences between the business's sign and services, to make sure the strategy's realize.In order to realize the strategic goals which the company needs to expand, this essay puts forward that it should realize the company and the consortium's merging as soon as possible, with the help of the consortium's influence, go from the building of market sale, the policy on selling, new product development, cutting down the cost, human resource management, building the business's culture and business's sign, to improve the company's overall strength of competing.At last, summarizing and proposing insufficiency and limitations, and putting forward the developing direction and further researching. |
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