Study On The Development Strategy Of A Truck Company

Chinese automobile industry developed rapidly owing to the reform and opening up policy. Chinese automobile market has experienced a rapid growth for a dozen years, followed with a deep adjustment period. According to the analysis on the development law and cycle of Chinese automobile market, there will certainly be a period of consolidation after a rapid growth in the automotive market, and the experts preliminarily conclude this consolidation period may last for2-3years, while the truck market development has a close relationship with the macroeconomic trends.In recent years, the international and domestic economic situations are complicated, and there is a transition period for the domestic economic structure. Therefore, the future development of China’s economy is bound to slow down. The consolidation period of the truck market may be more difficult under the condition of the overall investment demand shrinking. A few years ago, a large number of truck industry policies introduced were conducive to development, so the domestic truck enterprises have the high expectations for the future development to have expanded production capacity while ignoring the fundamental demand factors in the truck market. Then, the policy exiting and the domestic economic restructuring will lead to the rapid adjustment of the automobile industry, especially the truck industry market, and thus to bring the unprecedented pressure on the truck enterprises. How to deal with the truck market after the adjustment for the domestic automobile enterprises, to achieve a strong force on the vulnerable market becomes a research topic of common concerns.Taking A Truck Company for the study object, the paper analyzes the external macroeconomic environment and industry environment, key competitors as well as internal corporate conditions. According to the strategic management theory, it utilizes PEST and SWOT analysis to give a deep profiling on the company opportunities and threats, their own strengths and weaknesses, combined with the actual situation, so as to formulate the company’s overall development strategy in a strong guiding and the specific function strategy in a strong feasibility, and to propose the implementation measures. The paper gives a comprehensive study on the truck market to provide a relatively clear and intuitive understanding of the industry for A Truck Company, which clarifies its own position in the industry to provide an intellectual support for the subsequent development of the enterprise.