Kejian Company Competitive Strategy

This thesis studies Kejian's intemal environment. The analysis shows that Kejian's business structure is irrational. It is lack of major products of continuous development. It has too many immature small-scale businesses with no major direction of development. Its investment scale is expanding in multiple directions. The current CT business, Kejian's Cash Cow business, is facing increasingly strong competition, and its profitability and efficiency are going down. As a result, it cannot support the development of those immature small-scale businesses financially. MRI and CT businesses need to carry out operation of scale to increase their market shares. Kejian also needs to improve the internal management to control and lower the cost.Kejian's profitability and efficiency are in bad situation. Its most financial indices are worse than the average level of the industry.Facing these problems and challenges, Kejian has planned its strategic targets for the future development. However, Kejian is lack of a complete strategic planning system with scientific planning process, clear strategic position and well-matched resources.Based on Kejian's current management situation and future 5-year (2006-2010) strategic development target, and from the point of view of modern enterprise competition strategies, this study puts forward 4 strategic proposes to support the continuous development for Kejian: the marketing development strategy, the differential strategy, the low-cost strategy and the re-organization strategy. In addition, specific operational tactics and measures to implement these proposes are also presented.