The Tesearch Of Srtategic Realifnment Of SG Indistrial Division

As a leading supplier of bearings, SG has to face pressure form the "new normal". The global economy is slowing down and quite difficult to recover. As a country with large scale of manufacturing, China manufacturing industry is under tremendous pressure of slowdown and weak exports. Bearing industry as the base of equipment manufacturing industry, bore the brunt of inevitably entered the new normal which lead to new competition and market situation. Meanwhile, domestic and oversea competitors have been grown stronger and stronger. How to further cultivating the Chinese market? How to keep on increasing market share? These are the challenges which SG China has to face. With SWOT analysis tool, investigation of external and internal factors, bearing market situation and trend is clearly analyzed. Weakness, competitiveness, opportunity, challenges and threats are deeply discussed. To formulate strategic direction and specific embodiment, to ensure the SG company further success in the Chinese market, to maintain a good growth to provide long-term competitive advantage.The overall Chinese bearing market environment is introduced firstly, together with market position, business cope and directly of main players.Secondly, using PEST model to analysis the SG external macro-environment from the political, economic, social and technical aspects; Thirdly, Porter’s five forces model from existing competitors, potential entrants, substitutes, buyers, bargaining power supply five aspects of SG external environment for analysis, impersonal point out the challenges and crises of SG meets in continuity stable growing in China market. Fourthly, deeply SG internal environment analysis from the organizational structure, human resources, financial capacity, technical capabilities, production management and marketing, defining an inner strength and strong competition; Finally, through SWOT and internal/external factors analysis method, and with reference to the corporate vision, obtain alternative overall strategy and competitive strategy; to develop intensive growth strategy (SO), considering horizontal integration strategy (ST); Mainly specific embodiments the marketing ability, technical skills and operational capabilities.Conclusions of this paper are, China bearing market remains one of the world’s most attractive market, SG should continue to vigorously develop the market; Growth strategy is more suitable for the current development of SG Chinese companies in the Chinese market; differentiation strategy should serve as the company’s competitive strategy. By streamlining the structure and processes, and comprehensively promote the localization to obtain efficient production of differentiated products capability is key to implementation of the strategy.