Study On The Market Development Strategy Of Citic Dicastal Co., Ltd

In the 21 st century, the market competition among enterprises is fiercer than any period in the past. Any error in decision making of managers may lead to failure of corporate operation. In addition, if managers could carry out effective management on strategies of enterprise, it will reduce or avoid error in decision-making and help enterprise gain advantage in the market. The greatest Aluminum alloy wheel-hub enterprise, Citic Dicastal Co., Ltd(hereafter referred to as Citic Dicastal Company) is confronted with the challenge of growth bottleneck of the global aluminum alloy wheel hub industry. The aim of the report is to help the management of the company to formulate correct market development strategy, reduce operating risks and meet the external challenges.Firstly, the report analyzed the domestic and foreign market demand that the aluminum alloy wheel-hub industry is confronted with and confirmed the broad market prospect and development space of the industry. In the meantime, the report made use of the Porter’s Five Force Model to analyze the external competitive situation of the Citic Dicastal Company and confirmed its position in the industry.Secondly, the report made an analysis and summery on the factors that will influence the market development strategy of the Citic Dicastal Company including external environment and internal environment analysis. In that, the external environment analysis involved the analysis on the external influential factors like automobile and parts industry and trade frictions. In this section, the report also applied the PEST model to analyze the influential factors including the external political, economic, social and technical situation of the company. The internal environment analysis involved the influential factors on eight aspects of the company like the organizational structure, financial situation and marketing ability. Finally, the report used the SWOT analysis to analyze the strengths, weaknesses, opportunities and threats of the company in general. Based on the above analysis, the report confirmed the strategies including multinational market as the center, regional diversification of investment, human resource management innovation and strategic cost management for Citic Dicastal Company finally.At last, in order to guarantee the smooth implementation of the above strategies, the report put forward the Citic Dicastal Company should enhance supplier management and promote the production and operation management.