A Research On Competitive Strategy Of FH Group’s Special Equipment Manufacturing

Aiming to improve the matching degree of the external environment’s change and the inner capability’s optimization, FH group company, majored in special equipments’ manufacturing, expectsto establish the suitable competitive strategy for steady development.Through collecting and sorting related literature on current strategic management research, this paper makes use of related theory and analytic instruments to study FH group company’s external environment (EFE Matrix), such as market and industry, and find out the strength and weakness from inner capacity (IFE Matrix). Then, this paper further analyzes the matching degree of the external environment’s change and the inner capability’s optimization by SWOT and QSPM Matrix. Finally, we conclude the suitable competitive strategy for FH group company is target concentration strategy, and supply with related recommendations for the guarantee implementations.This paper’s main conclusions:first, with respect to external environment, the factors of growth opportunity includes recovery of economic situation, the growing demand of special equipments and other related industries, the increasing of industry investment, policy’s support and the advantages of technology. While the threaten factors includes financial restriction, the potential macroeconomic regulation and control, the fierce competition, and the demand of environment protection. Second,with respect to internal capacity, the advantages include the social network sources, better fund reservation, and the experience of operational management, while the disadvantages include the growing pressure of main business, human capital structure, and corporate culture.Third, the suitable competitive strategy for FH group company is target concentration strategy, which should rely on parent company’s business, and improve the efficiency of special equipments’technologyresearch and innovation, so that to achieve company’s steady development. Through research and development, FH group company could not only improve the operational efficiency, but also execute the reservation for advance technology, preparing the potential market exploring. Four, In order to ensure the smooth processing of strategic transformation, FH group company should execute a series of guarantee measures, such as technology research and development (establishing technology service idea), equipments’ research and manufacturing (using lean production and improving automation level), after-sale service (the technological transformation of overhaul, maintenance, environmental protection’s coordination and promotion).Then,this paper supplements many other guarantee measures, such as promoting the rationality of organizational structure, improvingthe capacity of human resources management, coordinating the R&D and innovation, constructing information platform, integrating corporate culture et al..