Research On Domestic Market Expansion Strategy Of Textile Machinery Company A Based On SWOT Theory

Since china’s entry into WTO and with the continuous improvement of market economy, the textile machinery industry has made remarkable progress. However, with the influence of the grim global economic development trend in recent years, the textile machinery industry, who supplies the textile industry with equipment, has suffered severe test after a round of rapid development. Company A, a foreign invested textile machinery company, like all the other textile machinery companies, is now facing serious economic situation. The development of the whole industry is hindered under the influence of the depressed textile industry, which posed a new challenge to the future development of Company A. Therefore, it is imperative for Company A to review the internal and external environment, define its opportunity(strength) and threat(weakness), then formulate a developing strategy according to its actual situation.Influenced by the slowdown of requirement from domestic textile industry, and facing a complicated and volatile economic environment, Company A realized that it is necessary to adjust its product structure, increase vigilance against risks, and strengthen its competitiveness. Starting from the current situation of the domestic textile industry, the writer analyzed the business situation and market share of Company A. Afterwards, by adopting SWOT theory, the writer made in-depth analysis on the strengths, weaknesses, threats and opportunities of the company, then made a Matrix Analysis table and determined the marketing strategy that the company should take. Finally, in order to guarantee that the strategy can be implemented successfully, the writer proposed some coping strategies for the company to further expand the domestic market.