Zte Strategic Transformation And Choose To Study In International Market

ZTE is the biggest listed telecoms equipment provider in china and is one of the pioneers of the earliest to go abroad. As the domestic market was drawing to saturation, ZTE began a conscious attempt to look for overseas opportunity. From China’s neighbors, to Asia, Africa and Latin America, ZTE had made success for revenue’s continuous growth in emerging markets with its low cost and differentiated competitive advantage and the company’s size and strength were obtained great progressIn recent years, in order to transform the market from emerging market to high-end market and extend the customer from low-end to high-end, ZTE implemented the radical expansion strategy aiming to "top countries and top telecom operators. Due to the shrinking global telecommunications market and shortage of its own ability, ZTE’s expansion strategy failed and plunged into a huge crisis. How to get out of quagmire and recover through strategic transformation as soon as possible? How to balance the scale and profit? How to make the company’s strategy to match the external environment and their own ability? It’s waiting for ZTE to think and answer these questions.Based on corporate strategy management theories, this paper focuses on case studies of ZTE’s international strategy. With the use of methods of dynamic analysis and qualitative/quantitative analysis, this paper takes ZTE as the objective of research and conducts a systematic analysis of ZTE’s international development path and current problems from the perspective of nearly10years change in terms of ZTE financial and market position. Based on the systematic analysis of entire telecommunication equipment industry,using Porter model, SWOT approach,this paper analyses ZTE’s external environment from the point of view of international macroeconomic environment and the competitive environment and makes ZTE’s strategy for internationalized transformation. Also, it makes clear the implementation tactic for ZTE’s global strategy and provides some suggestions regarding marketing、 organizing structure、human resources..With a global perspective, this paper seeks to provide some valuable basis for decision-making on ZTE’s strategic transformation by the study of ZTE’s internationalization strategy. And it also hopes to provide some valuable insights for other corporations of the same type to ZTE.