The Research Of RA Company For The Growth Strategy Of Midrange Business

Industry automation is the important element of China industry development. Compared with foreign developed countries, there is still big space for our industry modernization development. This is the reason why international suppliers want to grow their business by deep exploring China market which can bring much higher growth to the global business performance.Along with China economy globalization and the increase of process, the standard of machinery get quite improved which also represent the industry standard development. Siemens, Mitsubishi and Omron are domain this market. RA that acts as the high end brand acquired much share and brand reputation of traditional project market like infrastructure architecture, metaling, automobile and electricity. RA is succeeding in this market, meanwhile accumulate a wealth of market share and brand reorganization. But as machinery manufacturing keep growing and the collateral mid-spec control system become much more important, the industry control system market are facing reshuffle and rerating for each supplier. The new oligopoly is emerging and restructuring the market.RA's traditional businesses are subject to slowdown of government investment and macro economy growth that it is difficult for company growth. RA is keeping exploring empty field to identify new market and new opportunities. The company hopes to catch the development trend of China machinery market to develop its midrange solution capabilities and its China market share, and has RA components and standards spec in the machinery that export to oversee market. This kind of spec in measures can drive the business of other countries. It also benefits RA's reputation and consolidate its installed base by limit other suppliers' components be used oversees. This certainly increases the whole competitiveness of RA total business.This paper mainly analysis China factory automation and machinery manufacturing automation. Combined with the analyzing of RA China business strength, business goal and overall strategy, we will offer the proposal on the business strategy of RA midrange market and it market impaction and how to achieve the business objective.Firstly, we will introduce RA overall business goals, and analyze the strength and weakness of midrange development in current RA situation from 4P perspective. Then I will analyze the external situations by the ways of PEST analysis. After that, I will analyze market competitiveness according to Michael Porter's Five Force Model. I will Use these analysis and the 3rd party data resource to build internal and external evaluation model and matrix. The strategy will indicate the required conditions and key indexes for midrange business development.Finally, mapped by SWOT matrix and GE matrix, we will analyze the required factors and come up with the strategy proposals. And advise the solution for the problems.