Strategy Design And Performance Evaluation Of Company G Based On Agricultural Machinery Industry Status

Under the double stimulus of practical needs and state-subsidized policy, China’sagriculture and agricultural machinery industry have gained rapid development. Thenext five years will continue to be the critical period of agricultural machinerydevelopment in China, agricultural demand will rise, and new technology and productdevelopment will accelerate the pace. The rapid development of the agriculturalmarket has been attracting more and more domestic and foreign enterprises or socialcapital to compete for China’s agricultural market. Faced of increasingly fierceindividual needs and market competition, developing a reasonable strategy accordingto the internal and external resources has become a key for the new entrants tosucceed. This paper will take a motorcycle parts manufacturers in Chongqing forexample, develop a reasonable strategy for its entry into the agricultural industry,based on the analysis of industry development status, development trends and internalresources.The paper first described the development status and trends of the agriculturalmachinery industry. Using PEST analysis, we analyzed the impact of themacro-environment on the agricultural machinery industry, through analysis of thepolicy, economic, social, and technological factors. Then, we analyzed the industrydevelopment status, summarized the development trend and its industry opportunitiesand challenges. In addition, this paper analyzed the market conditions ofmicro-farming machine and harvesters, providing background evidence for strategyformulation.Next, the paper analyzed company’s internal resources, as well as its strengths,weaknesses, opportunities and challenges for entering agricultural machinery industryusing PEST method. Then, we developed its overall development strategy, as well asits specific strategic objectives and marketing goals, supporting the overall strategywith specific business objectives, and pointed out the safeguards of corporate strategyimplementation.Finally, the paper constructed an index system for strategic performanceevaluation based on overall development strategy and annual strategic objectives,determined the index weight using expert scoring method, and evaluated the strategyimplementation effect with fuzzy comprehensive evaluation method, and pointed out improvement focus for next step.The results of this paper pointed out the direction forthe operation and development of company G, and provided a case reference andtheoretical guidance for the development of potential entrants and other agriculturalenterprises in the start-up stage.