Brilliance Auto Competition Strategy Research

One industry is made up of many enterprises large and small alike, in which there must be competitions where competitors have to face many strategic choices. In the special monopolistic competition market, the strategic choices with which market followers are faced are extremely essential.The paper takes Brilliance Zhonghua Auto as an example, and analyzes the strategies of small and medium-sized enterprises in this market through the analysis template of competition strategy. Using management knowledge, this paper elaborates the current situation of automobile industry, analyzes the strategic position of Brilliance automobile, learns the experiences and lessons of international automobile companies and studies the overall market strategy of Brilliance Zhonghua Auto in monopoly competitive market. The overall corporate strategy should pay emphasis on preempting the market share through overall cost leadership strategy, and then confirming competitive edge through differentiation strategy. Moreover, the suggestions of how to establish concrete strategy and tactics are also given later.This study tries to help company managers manage current situations by future predictions, put current performance as the reference for future, deeply grip the essence of the development and reform and work out available and admissible strategic visions. The ideology in the paper also helps staffs to establish effective working plans and promote effective communication among organizations to achieve all-round, sound and sustainable development.On the basis of theory of strategic management and marketing, many methods are also used to analyze the situation, such as PEST (Politic, Economics, Society and Technology analysis), SWOT (Strength, Weakness, Opportunity, Threat) Michael Porter’s Five Forces Model, and competition strategy. The outer global macro-environment, industry competition environment and the internal situation of the enterprise are taken into analysis. Through researching the current situation and future strategy, it is pointed out that where the company should go. Meanwhile, the case can provide valuable reference for other small and medium-sized enterprises in the monopolistic competition market.