Ability And Development

Sichuan Boiler Works is a key large stated-owned enterprise subordinate to the State Machinery Industry Bureau. It has the design and manufacturing licenses of A class boiler and AR1 class pressure vessel. It is one of the key electric power equipment manufacturers of China. By means of SWOT and STP analysis of the present sales and development situations of the Sichuan Boiler Works, this paper thoroughly investigates the difficulties the company is facing: turnover is not increasing while profit is decreasing. Under the heavy pressure of market and declined sales. This paper looks into the market competition environment and the company's own advantages and disadvantages, and tries to find out the challenges and chances that the company is facing. as well as the problems that the company still has, and search for the right solutions. By doing analysis of the product market orientation of Sichuan Boiler Works, this paper finds out that the basic problem of the company's present sales activities is the ignorance of sales strategy. On one hand, the target market and orientation are not clear; on the other hand, the company's internal management is not well optimized based on the market core. This caused the slow response of the company to the market requirement, which led to lower competition capabilities or non-competition capabilities. This paper points out that it can get predominance in the market competition and promote developments. to make correct product (including services) and target market orientation, to conform the present sales elements, enhance and make use of the advantages, to abandon or avoid disadvantages, to make good control of sales strategy, Based on the above points, this paper tries to set up the future Sichuan Boiler Works sales strategy. It's a trial of using sales theoretic analysis to solve the real problems. At the beginning, thispaper introduces the basic information of Sichuan Boiler Works and the whole boiler industry situation, company's operations in the past six years and other facts of the whole industry, and finds out the company's development trends, as well as the difficulties the company is facing and the gap with other enterprises. This constitutes the basis of the following sales analysis. This paper applies Polter's five forces analysis theory to investigate the five forces which affect the company under the present industry competition environment, and points out the respective solutions to each five forces. Based on the five forces, it brings forward the whole company strategy. By using the SWOT theory, the paper analyzes the company's internal advantages, internal disadvantages, outside opportunities, outside dangers under the present competition environment. It concludes the present problems, with in the company and analyzes the causes of problems, and points out the company sales strategy based on SWOT theory. This paper also does a detailed analysis of the product market which the company is facing, fractionates the present boiler market in which Sichuan Boiler Works is being. It also analyzes the Sichuan Boiler Works target market and further gives out the advice on company product orientation. Based on the above three analysis, this paper puts forward the plan to conform three aspects - present sales elements, non sales elements, sales and non sales elements, in order to enhance and make use of the advantages, to abandon or avoid disadvantages, to make good control of sales strategy, therefore achieve a predominance in the market competition and developments. To be sure of the correct sales strategy and good actualization, this paper expatiates the actualization and control of the company sales strategy.