Research On MES Market Entry Strategy Of W Company

W company is a typical small high-tech service enterprise in China, mainly provides integrated solutions that are from bottom automation layer to top information layer and implements MES projects for domestic manufacturing enterprise. Recently, W company is going to enter the domestic MES market and carry out related business. W company has developed MES market more than two years; however, he didn’t realize the importance of MES market entry strategy. So, exposed a lots of problems, like lack of knowledge on their own core competitiveness, lack of analysis of own surroundings, market development and so on. While, market entry positioning is not clear, company is lack of internal effective management system to support the business development of MES market. In short, because the W company is lack of MES market entry strategy and lead to serious short-term market behavior, lack of strategic planning and business management, thereby affecting the pace of business development of the MES market, also affecting the whole company development.This paper is from actual situation of W company, focuses on W company’s MES market business development, and explores W company MES market entry strategy.I will analyze MES market data and domestic MES market situation in this paper, discuss the MES market characteristics, study and refer experiences of similar Small and medium-sized company and W company’s development experience. Through PEST, Porter’s Five Forces Model and SWOT analysis methods, I will conduct a comprehensive analysis of W company’s internal and external environmental factors and elaborate clearly the opportunities, threats, advantages and disadvantages, all which W company has to face. Finally, via describing company’s mission and vision for MES market, organizational restructuring, human resources management, supplier management, marketing strategy, etc. I will explain the concrete measures of realization about the entry strategy. So tease out the best ways and means of how W company enters MES market.I hope through in-depth study of W company’s MES market entry strategy, the conclusion can help W company to make clear MES market target, enhance the company’s strategic thinking. Implementing detail strategy measures can help W company to accelerate the pace of development in MES market in the future. I also hope that the content and result of this paper have a certain reference value for similar company which entry MES market.