The Development Strategy Of Chengdu Automobile Instruments Company

As the increasing application of micro-electronic technique and electronic control system in vehicles, the demand of motor sensors in the market will grow rapidly. At present, the dominated monopoly of foreign automobile manufacturers to this industry restricts the healthy development of domestic companies.Currently, most of the motor sensors manufactured by domestic enterprises can only mate low level automobiles; while those advanced sensors assembled in mass produced cars and trucks are still replied on import. There are 10 years gap between domestic and foreign on the technology of motor sensors.As the implementation of China Automobile Tail Gas Discharge Standard III, mechanical speed governor will be upgraded to electronic controlled and common rail type, which electronic injection technique is needed to meet gas discharge requirement. But as the critical component to electric injection system, electronic injection sensors are mainly imported rather than using domestic produced part. Therefore, we should take full advantage of national encouragement policy for automobile industry, and mainly emphasize the breaking-through of monomial technique; through technical innovation, merger and regrouping or alliances with other company, we work out the development strategy as focus on the single filed first and make it bigger and stronger gradually.Chengdu Automobile Instruments Co., Ltd, as the whole controlled subsidiary of one member in AVIC group, is now facing the time when national measures for environment protection and energy saving are greatly impelled. The stricter standard of the vehicle tail gas discharge and the challenge from opening market the dominant position of the company in motor sensors and speed governor fitted in loaded cars seriously threatened. Company management team has to analyze the situation and predict market tendency to determine product orientation and target market, scheme scientific and reasonable strategy, which will lead to the stability and development of the company. The author of the thesis, after investigating the actual condition of the enterprise, through the theory of SWOT and PEST, analyzes its history evolution, current situation, outer & inner atmosphere it faces and so on. Based on the predication of the demand, the thesis states how the company chooses target market and formulate strategic measures to map out the development objectives and strategy of the company.The thesis includes four chapters.In General Instruction, company history evolution, shareholder structure, employee organization, business domain, and economic indicator are briefly introduced, which provide the background information to following content in order to be helpful for the overall understanding of the company.Chapter one analyzes the development tendency of automobile components market and business domain of Chengdu Automobile Instruments Co., Ltd. By studying the position of motor sensors in automobile components industry and the domestic & foreign market development, the tendency of the motor sensors market will be put forward through comparison and analysis to the company's current products and customers, the innovation of old product and development direction for new products are discussed; by stating the way of integrating superior resources, broadening product filed, and increasing company's image, the product orientation will be reset, which provides the foundation for the strategy scheming for automobile company in military used aerospace industry. In Chapter Two, it analyzes the factors to the development of Chengdu Automobile Instruments Co., Ltd. The outer environment and inner atmosphere are discussed by using competition strategy theory and SWOT theory to conclude the opportunity and threat from the outsides and advantages & disadvantages of the company including marketing capability, product structure, human resources, financial status, and R&D capability.Chapter Three presents development strategic objectives and significant measurements the company will take, puts forward the vision of being the main supplier of domestic automobile components market and well-known supplier of speed governor and sensors in segment market; schemes prior development strategy in order to determine target market and medium & Long-Term development plan and objective decomposition, analyzes the strategic measurements in aspects of R&D, strategic Alliances, trademark marketing, and merger & regrouping.Chapter Four mainly focus on the design of strategy fulfillment plan for Chengdu Automobile Instruments Co., Ltd in the aspects of organization structure, company culture, human resources development and performance management.