The Research On The Core Competence Of WH Company’s Special Reflective Material Business

Facing the increasingly intense competition in the fast changing environment,whether an enterprise can get sustainable competitive advantages, depends on its corecompetencies. Chinese enterprises in reflective material industry are also confront withthe key issue that how to construct their own core competencies when they competewith competitors all around the world.Firstly, this dissertation reviews the literatures on core competency, andemphasizes that core competency is rare and inimitable. It is these characteristics ofcore competency that protect a firm’s sustainable development from being substituted.After that, the author analyzes the competitive environment in reflective materialindustry, and points some resources and skills that are key to core competencyconstruction Based on the theoretical and case analysis, the author sheds a light onhow to improve and strengthen the core competency and gives some suggestions asfollows:1) strengthen firm’s strategic planning and implementation to guide the corecompetency construction;2)develop a bundle of strategy including market development,technology research and development, production management etc. to improve thefirm’s performance and position in the industry.Of course, there are dozens of Chinese firms in different scale in reflectivematerial. These firms may face different situation, so they need to employ diversifiedstrategies to promote core competency based on their own reality.