Development Strategy Research On JA Group,in Zhejiang

Chinese economy has been developing rapidly and per-capita income is increasing since the implementation of reform and opening-up policy. Especially in recent years, following living standard improvement, people’s demand on life quality is increasing. Vehicle, from a luxury of those past years to a necessity now, has become an essential communication tool of each family of our company. Service life of vehicle has become 10 years since the fast development of vehicles in the 21st century. Vehicle industry will enter into a new spring and will bring rapid development of the industry.The author has been participating in vehicle industry for 5 years, and Zhejiang JA Co., Ltd. is a major client of my company. This paper will extend in thinking of the whole industry from development strategy of Zhejiang JA Co., Ltd.Now, quantity of company focusing on finished vehicle production of self-owned brand increases from 2 in 1996 to 36 now. Expanding of output leads to narrow of profit and market space. As a new-emerging finished vehicle production enterprise, how should Zhejiang JA Company protect its sound development environment and living environment has become an instant thing in a market environment of opportunity and challenge.This paper first makes an initial analysis of overall domestic related manufacturing industry and vehicle market. Then, it makes a comprehensive analysis on STP model and value chain for JA Company. Finally, it makes a judgment analysis on outside environment and development scene with Michael Porter’s Five Forces Model and SWOT model. Based on the macro and micro thesis, the vision of "making the strongest pickup, largest minivan and the best SUV" and the mission of "establishing a benchmark of Chinese vehicle overseas" is proposed. To achieve this goal and mission, corresponding development strategy and protection measures is established.This paper not only studies outside environment of vehicle market from macro aspect, but also studies inside environment of JA Company from micro level. It also helps enterprises establish systematic strategic plan, which is of certain reference value for other similar vehicle manufacturer.