The Research On The Competitive Strategy Of R Machinery Company

Die-casting is one of casting method, which applying the high-speed pressure to theliquid alloy with the mold cavity, finally it was solidified into casting. Its production processcan realize the mechanization, automation. It is widely applied to various industries ofvarious equipment and product parts manufacturing. With the process of global economicintegration and the introduction of related national policies in recent years, die-castingindustry has been developing rapidly. As a branch of die-casting industry, die-castingautomation industry developed simultaneously. R company is a die-casting automationequipment supplier which has multi-function of R&D, manufacturing, sales and service. Atmoment R company entered the stage of rapid development. More and more enterprises jointhe competition of casting automation industry, R company is under external pressure.Company’s single commodity also increases the market risk. How to find a suitableenterprise’s strategy has become a serious problem.Firstly the thorough study is made which is on the related literature at home and abroad,and the theory summary is on the view of strategy, competitive strategy, the developmenttrend of die casting industry, the characteristics of die-casting automation industrycompetition. By using a variety of strategic analysis tools and theories, a systematic analysisof the company’s external and internal environment is completed. The external environmentanalysis focuses on the analysis of macro external environment analysis, market environmentanalysis, industry competition environment analysis, and enterprise benchmarking analysis.Then we found that R company is facing the situation of coastal "labor shortage", theemergence of technological innovation, the alternatives does not appear, the huge marketdemand, intensified competition within the industry. In the part of internal environment, thecompany’s introduction, the company resources, the company capability and corecompetencies are analyzed. From the perspective of value chain analysis, we know that thecore competencies of R company is the comprehensive ability of the combination of strongtechnical development capabilities and marketing capabilities.Then SWOT analysis tools are used on the company’s strength, weakness, opportunityand threat. Based on the comprehensive consideration after the contrast of various strategiccombinations, the ST strategic combinations were chosen. Based on these results, the purpose,the strategic goals and strategic objectives of enterprise are made. The enterprise positioningbecomes clear. The purpose of enterprise is leading-technology and reliable quality. Thestrategic objective is: R company is based on the Guangdong provincial market, next step is to enter the national market, ultimately to enter the international market. The strategycombinations of differentiation strategy and product diversification strategy are made.Finally, a series of recommendations to the implementation measures of the strategy andthe guarantee of implementation are made. It includes the strengthening of marketingcapabilities, the improving of the human resources management system, the strengthening theown brands, the improving of information systems, the organizational restructuring and theestablishment of a matching corporate culture.I hope this paper can provide the guidance for the future development of R company,also hope it could help the enterprise to reduce the market risk, obtain the excess profits,enhance the core competencies, and get the competitive advantage. At the same time, I hopeit could provide a reference for the industry’s strategic development of SMEs.