Research On Competitive Strategy Of WDM Company

With the improvement of Chinese people's living standards and health consciousness, the national health service is becoming the discussing topic. The country medical system reform greatly increases the demand for medical devices. The China medical device market is an open market. Local companies and well-known multinational companies compete for the same market. Foreign products is in a monopoly position at the high-end products market, Many key technology is still dominated by multinational giant. The domestic producers occupy a leading position in the low-end market which has large number of variety of models and fierce competition between enterprises.As the case study object, WDM is a company specialized in manufacturing of medical imaging equipment with more than 50 years of history. WDM has a vast market of low-end products. With research advantage, product advantage and excellent manufacturing level, it provides cost-effective medical imaging equipment and services to the domestic market and key international markets. With the marketing and service network covering the whole country, it is the leader in the domestic medical device industry. But it is at a disadvantage when competing with transnational enterprises in high-end product market. The company faces the question how to stand out in the fierce competitive environments and create its own competitive advantages, which is the theme to explore in this article.This article first analysised the country's macroeconomic environment and present situation of the medical device industry, pointed out that WDM's development opportunities and threats. Then it analysised WDM company's internal environment, including resources and capabilities as well as the competitive advantages and disadvantages of WDM company. Then with the help of the SOWT analysis and competitive Strategy theory, the research found that WDM should choose the differentiation competitive strategies in which the focus strategy is the dominant one. The strategies can heip WDM to gain a foothold in the fierce market competition and play its own advantage to achieve sustainable development. Finally, in order to effectively implement the strategy, WDM company should take appropriate protection measures to ensure independent innovation ability of WDM channels, quality control, marketing, information technology, human resources and enterprise culture,etc.In conclusion, this article made a systematic study on the internal and external environment of WDM company with competitive Strategy theory and discussed the appropriate competition strategy. The research is hoped to be of reference value for the company's future development.