Study Of Competitive Strategy For Company W In Mobile Security Industry

As mobile internet services and the smart phones become more and more popular in recent years, mobile applications have been in rapid growth. Therefore, it is easy to make the mobile users to enjoy a more enriched mobile life. However, this has provided a hotbed of a variety of mobile threats. In order to ensure that people can use their smart phones safe and sound without any security problems, a new mobile security industry has emerged.Mobile Security’s promising market is attracting more and more vendors, and they are trying different competitive strategies to win the largest market share because of the intense competition. Therefore, working out an efficient competitive strategy plays an important role to W company in expanding market share.Based on theories of enterprise strategy management, this thesis makes a systematic and comprehensive research on external and internal environment of W Company and identifies its opportunities and threats by using traditional strategic analysis tools(PEST analysis,SWOT analysis and etc.). This thesis proposes the differentiation strategy for W Company based on the development and practical situation of W Company. Moreover, in order to implement the differentiation strategy effectively, some constructive suggestion is put forward in aspects of products channel, products business and new performance management as well as corporation culture construction.