A Research Into Strategy Of DS Company

After experiencing decades of fast growth as the result of the rapid development of Chinese economy, China’s construction machinery industry is still lagging far behind that of the international world. With the industry undergoing the process of adjustment, a large number of small-sized enterprises are facing the crisis of survival. The social resources are laid idle and inefficient as the result of the construction of redundant projects and the low-level management, which can do harm to the sound development of the whole industry as well as those enterprises themselves.Starting from the definition of some core concepts and the explanation of the research background, its significance, and the research methods, this paper compares the machinery lease industry both at home and abroad based on the analysis of the current states of machinery lease industry in China and the combing of the experiences of America and Japan in the same aspect. Based on the above discussion, this paper explores the advantages of the machinery lease industry, analyzes the development and problems, and probes into the finance lease as well as the concrete machinery lease industries in China.The paper chooses the DS Company, a company engaging in construction machinery lease, as an example. By combing both the advantages and disadvantages of its internal resources, its advantages are found in its leading position, its scale, and its modern enterprise systems, while the disadvantages are revealed in its low-level management in human, financial, and property resources, the low-degree interpreting with its customers, the poor cost control as the result of extensive management, the high accidents rate, and the low-level risk management. SWOT analysis was adopted to conduct the resource analysis of DS Company. Then suggestions are put forward that in the short term, the company should improve their management in human, financial and property resources, select best customers, move toward fine management, increase its risk-resist capacity, etc., while in the long run, in the aspect of development strategies and their implementation, strategic choices in development direction, objectives of planning, strategic principles, and organizational structure are suggested, and strategies in services, brands, and normalization are proposed. In the conclusion part, this paper first suggests ways of managing and guiding the industry for similar organizations from the macro level, and then, from the micro level, it further suggests ways for organizations to face the market changes, analyze the characteristics of the industry, exploit the advantages of themselves, overcome their short comings, and form deep strategic partnership with their customers, based on which they can achieve high-quality, excellent branding, and products diversity and eventually avoid potential risks and realize a win-win situation.