Development Strategy Research Of W Company In China

W Company is the most important metal cutting tool company in Germany,as well as one of the world's leading cutting technology and machining solution suppliers.The products cover turning tool,milling cutter,tap,and drill and so on,which can meet the requirements of automotive,energy equipment,aircraft and aerospace,general engineering industries.Since entering the Chinese market in 1990 s,W China has seized the opportunity of the rapid development of China's manufacturing industry,and achieved a great success.Profound changes in the current global economic restructuring and growth mode press for China's manufacturing industry to accelerate adjust its structure and promote the transformation of development mode.Develop high-end manufacturing industry to increase the competiveness of “made in China” is an urgent strategic choice as well as a new opportunity for W China.One of the key points of “12th Five-Year Plan” is to transform and upgrade China's manufacturing industry,so that to increase the core competiveness.In the background of Germany putting forward “Industry 4.0” and China proposing “Made in China 2025”,W China should conform to the trend of economic development and make a reasonable strategy in accordance with the customer needs of the target market,thus be in an invincible position in the competition.On the other hand,the competition in China's cutting tool market is severer and severer.Not only high-end tool brands attach great importance to brand building,product features,local service ability,also the middle-end and low-end tool brands are improving their R&D and service support capabilities.As a multinational company,W company needs to adjust its development strategy in Chinese market to adapt to the continuous changes of market and customers.In this paper,through analyzing the current management environment and development situation of W China,and utilize Porter's Five Forces Model,SWOT and other analysis methods and tools,to analyze and put forward suggestions on strategy formulation and implementation of W China.