| Nowdays, our country raises the civil-military integration to a national strategy. Against this backdrop, the further exploration of civil technology entering the national defense, non-defense companies entering military equipment markets will have an important practical significance with the development experience and achievements of some international military powers.This thesis intends to explore a development way for state-owned companies entering military market and promoting business growth with the basic theory of management and research achievements. It first introduces the overseas and domestic research status and realistic demands of civil-military integration. Then, it analyzes the macro-environment and the industry competition environment by using analysis method PEST and Michael Porter's Five Forces Model, and elaborates the company's organization, resources, capabilities, characteristics and the challenges. On this basis, analyzes MCJ company's strengths, weakness, opportunities and threats, four potential strategies and some tactics that may taken. Furthermore, it turns out that MCJ should take expansion strategy to attain the strategy aim after a comprehensive quantitative analysis of each factor with Internal and External Factor Evaluation Matrix. In the end, this thesis proposes some key initiatives and states some risk management issues for companies who will explore the military markets from the perspectives of market, technology, manufacturing, finance and human resource on the premise of defining the choices of strategy.This thesis presents the strategy formulation, implementation and interrelationship which establish a basic thinking logics and action guidance for understanding and entering the military market. It not only plays a positive guidance for the following businesses of MCJ company, but also offers reference and enlightenment of further study and practice for companies who have the intention to enter military market. |
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