The Research On The Competitive Stratege Of Light Truck Business Of CNHTC

In the year of2012, because of some of the facts such as influence of domestic economic growth tending to slow, environmental protection bulletin regulations, the implementation of emission standard of automobile products, fuel limit factors, the domestic commercial vehicle market growth rate was declining. Automobile enterprises try to use some of methods like researching new products, improving the service level, lowing down the prices and seeking international cooperation to solve this problem. However, comparing with the previous year, all the index related to the industry decreased except export growth.As one of CNHTC’s subordinate unit, Light truck department of CNHTC was established in October,2010and it locates in Jinan, Shandong Province. This department is responsible for light truck production, sales and service. Light truck department of CNHTC is a new entrant in light truck industry. So it is important to formulate a competitive strategy for the fierce competition situation.This thesis focuses on the competitive strategy of the light truck department of CNHTC. It will use Porter’s competitive strategic and other relative theory and materials to analyze the current situation on the business of the company. Firstly, it would introduce the basic theory and development process on strategy management, and introduce some of the ideas related to Porter’s competitive strategy, blue ocean strategy and core competitiveness. Secondly, this paper would analyze the external environment, especially the market environment, trying to discover the market opportunities and threats. Then it will analyze the internal environment to find their own strengths and weaknesses. Finally, basing on the above ideas, the differentiation competitive strategy will be used for the light truck department, and some measures should be taken to guarantee the use of this strategy, which include:organization reconstruction, human resource development, merging, internal coordination, core-competence management, risk response and innovation management.This thesis uses the method including five forces model, value chain analysis and SWOT analysis, to explore the light truck department’s competitive strategy. Some of the relative ideas including Blue Ocean strategy, core competence are also used in the thesis as a supplement for differentiation strategy implement for light truck department of CNHTC. The thesis also collects some information on some of the major competitors, and analyze the environment on light truck market. This analysis will support the feasibility on differentiation strategy for light truck impartment of CNHTC. From previous research on competitive strategy, this thesis is to seek a way on the implement of competitive strategy and provide guarantee measures. It would have a significant reference for light truck impartment of CNHTC, and it also make efforts for promoting the development of the light truck department.