Weifang Diesel Engine Group, The Company's Business Strategy

There are many factors, both internal and external, that determine the fate of an enterprise in the current time characterized by economic integration and globalization of enterprises. The external factors are complex, changeable and hard to handle, while the internal factors are comparatively simple and easy to deal with, yet apt to be ignored and misguided. The internal factors stated in this paper refer to the internal mechanism of enterprise. An enterprise without a reasonable, effective internal mechanism can not face the combative market as a whole. And the most importance elements of internal mechanism include the motivational system and the control system. To study and find out the essence of the two systems and to put it into practical use afterwards will lead the enterprise to success.This paper is composed of four chapters. The first Chapter is a brief introduction of the evolution and current status of the Weichai Group. The second Chapter introduces the domestic operational strategy of the Weichai Group. In the third Chapter, the international strategy is discussed, and in the forth Chapter, the focus is on the restructure of the internal mechanism of the Import and Export Company attached to the Weichai Group.In the first Chapter, the author gives brief introduction to the Weichai Group, Including the resources of group company and the competitive environment analyzed by using Porter's 5-force model.In the second Chapter, the author discusses in detail the domestic operational strategies including the marketing strategy and the quality control strategy, in addition to the enterprise culture, new products development, and after-sale services.In the third Chapter, the author emphasizes the international strategy of the Weichai Group by analyzing the major competitors, the geographic coverage of foreign markets, and the market prospects of new products for the Weichai Group.In the forth Chapter, the author discusses the alternatives of motivational mechanism of the Weichai Group and analyzes the performance appraisal system of the Import and Export Company attached to the Weichai Group by pointing out the importance and necessity of the reform of internal mechanism of enterprises.The author proposes three specific advices in this paper, that is, to urge the introduction of the annual pension system for middle-level managers in the big and medium-sized enterprises all around China;to adopt customized individual incentives based on employees' various needs in accordance with Maslow's Needs Hierarchy Theory;to put forward a new concept of performance appraisal and evaluation methods.