Chengdu Daihatsu Motor Engine Co., Ltd. Competitive Positioning Strategy

The market competition of our engine manufacturing industry is becoming more and more drastic with the quick development of Chinese economy, market economy and economic globalization. Every company who wants to develop soundly and continuously must design elaborate strategy to construct unique competition advantage. Meanwhile, previous automobile strategy research mostly involved automobile industry, relatively few about the competition orientation strategy. From this point, under the guidance of the classical strategy development management theory , this paper carried on exploration and thorough study on Chengdu chengfa motors engine. Ltd (hereinafter CFQF).The CFQF is in the process of rapid development, whether the strategy of the company is right or not and how to execute the strategy have played a key role in the future development of CFQF. Firstly, the Paper analyzed the macro-environment and industry situation,and then the competitive situation of CFQF. meanwhile,the thesis evaluated CFQF's internal resources and abilities from the perspectives of history evolution and current circumstances. Based on all those above,the thesis analyzed and selected the key targeting market,and then proposed five important strategic measures for the future development of CFQF, using SWOT analysis method. Finally, the thesis studied the implementation of the competition orientation strategy of CFQF.Although has a long history of development, CFQF hasn't got enough evolution in the reform of Chinese auto industry and the global economy. This is representative in Chinese engine industry for lack of correct strategy guidance. The thesis studied the competition environment of CFQF and proposed a framework of developing strategy, which will offer a helpful reference for CFQF and those similar enterprises on the strategy analysis and competition orientation strategy.