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The Idea. A Automation Engineering Company's Core Competitiveness

Posted on:2001-08-23Degree:MasterType:Thesis
Country:ChinaCandidate:B C LiFull Text:PDF
GTID:2206360002951741Subject:Business Administration
Abstract/Summary:PDF Full Text Request
Modern enterprises face an unprecedented fierce competition environment. Anyone who wants to survive and make develop, must have powerful competence , especially the core competence. This is of particular importance to the medium-and-small-sized enterprises, because usually they are small in scale, lack in capital and human resources, which will lead to its weakness and vulnerability in competition. Therefore, the survival becomes the top priority. This is the reason why so many companies place business and operations over the internal management. The bosses and the managers direct most of their efforts into doing more business, failing to pay enough attention to some very important things, such as the organization-structure construction or human resources problems. This will put the company in the trouble of development in the future.So many medium-and-small-sized companies just depend primarily on their employee's individual " professional ability "or " social relationship" to search the market, instead of a systematic marketing strength. So they couldn't get their core competence. This article just take Company A ①as an example. Firstly I will analyze this company's industry background, operation of environment and its own condition. Then I begin with its key business segments and marketing characteristics to find out its potential ability to get the future competitive superiority. Finally, I will put forward my planning for forming the core competence in Company A.Generally, if a modern enterprise wants to gain the superiority in competition, it could choose several ways as following: capital, human resources, operating process (including organizing construction and administrating system), information , technology, etc. The enterprise needn't have absolute advantages in every aspect, but to choose one aspect (or several) for its core competence.①Because the company ask to be kept secret , so use the letter "A" to take place of the company's true name. Company A is an automatic engineering company , and provides automation system integrated services. Its products are just "secondary exploited", which means it needs the technical help from the supplier , so it couldn't form absolute superiority in technology. The company is still in its initial stage of whole life, so it doesn't have more capital than other competitors in the same area. Therefore, company A could consider forming its core competence by founding a high-efficient marketing information system and a distinguished human resource management system. The fact that most of the competitors aren't good in these two aspects may prove the practicality of this idea.The market of Company A is positioned in the engineering market, so it has some characteristics different from product marketing. For example, it has long time business cycle, more deciders who are mostly specialists in technology. They must be taken into consideration when establishing the marketing information system and the marketers management system.The marketing information system should be a comprehensive one, It should include how to collect, analyze, classify and transmit the information. This system should be able to send the various marketing information to the suitable people who need them, so as to help them make the right decisions. The system will be discussed in detail in three parts: the needed information content, how to gain information (collection, analysis, classification ) and the use (reserve, transmission) the marketing information. As for the marketers management system, I'll aim at the characteristics of the engineering marketing and propose for how to form this system, which include selecting, training, arrangeing, assessing and encourageing the marketers.In the last part of this article, I will do more thinking on how to help the medium-and-small-sized enterprises to build up their core competence. This is also another purpose of writing this article.
Keywords/Search Tags:core-competence medium-and-small-sized enterprises marketing-information-system marketer-management-system engineering marketing
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