Development Strategy For Medical Equipment Branch In Foreign Market Of H Company

The medical equipment branch of ASCF (HMEB) developed medical equipment earlist among the military enterprises in China. HEMB owns a nationwide customer network and serves for more than 60 countries, as the only industrialization base supported and identified by the government. HEMB opend its foreign market in early 2003 and obtained respectable performance. But this market was confined by emerging competitors, due to the rapid expansion of economy and technology. Thus it is essential and emergency to find effective abroad strategies to improve the core competence of HEMB.Theories of international operation and strategic management are used to help PEST and five-power analyses compare the external and internal conditions of HEMB in this paper. Based on this, the advantages, disadvantages, threats and opportunities of HEMB are identified by SWOT. Then the target and content of the development strategyes for HEMB in its foreign market are defined as centralized, low-cost and differentiated. At last, specific implementation measures are proposed.