The Research On Competitive Strategy For UC Company

UC Company is the distributor of the SKF Group's lubrication business unit in China,which is belonging to Taiwan-funded companies.UC is headquartered in Shanghai China,and set up five sales offices and two technology centers in the key cities throughout the country.After China's entry into the WTO,its economic grows rapidly and the China's industrial level has reached a new level.At the same time,UC's sales performance continued to achieve the highest since its establishment in 2012.After the 2008 economic crisis,the Western countries put forward the re-industrialization,while the Chinese industry has entered the post-industrial era,the macro level requires economic restructuring,and the industrial structure needs to be adjusted.With the competition of the industrial environment,the domestic equipment manufacturing industry put forward new requirements,UC encountered a great challenge in the market competition.At the same time,between the small and medium enterprises,competitive strategy problems have been restricting the further development for all the enterprise.In this paper,through the use of PEST analysis of external macroeconomic environment.the use of five competitive power model analysis?within the enterprise SWOT analysis and a series of strategic analysis tools,comes to the main opportunities of UC companies in the external environment:National economic restructuring?industrial restructuring?the new strategy of the country to put forward a large macro environment?and the high quality of demand for the China's equipment manufacturing industry,its products have a broader market.The threat is:the domestic brand equipment is constantly improving their quality?the price of the domestic brand is gradually declining,so all the factors can be a great threat to the UC company.At the same time,with the process of global economic integration,other foreign lubrication brand are coming into China,will intensify competition between high-end products,and UC company in the competition by the threat will be further exacerbated.The advantage of UC:for more than 10 years of development in China,it has a comprehensive layout of the sales network;its sales of products has a strong brand;its accumulation of product knowledge in the application of the lubrication industry.The main disadvantages of the company are:its internal management,such as the company's standardized management,human resources management,knowledge management,and product assembly,engineering applications and so on.On the basis of the above analysis and comprehensive evaluation,considering with UC company as a foreign agent for the sale of imported equipment,it comes to the conclusion that:UC company should choose differentiation competitive strategy.That is,in the market it has to develop its ability in product applications,providing non-standard products according to customers needs at the greatest degree of integration,creating value for customers in order to strive for pre-sale and after-sales service to explore greater business opportunities,in the project sales,non-standardized product sales to enhance the competitiveness of differentiation in order to obtain long-term competitive advantage.In order to ensure the effective implementation of the competitive strategy chosen by UC,we propose the following measures:to reshape the corporate culture,to establish the "for the industrial areas of the overall customer for lubrication solutions to protect the equipment continued and stable operation";confirm the company's mission as" honesty?team work?professional?efficient" as its values;in the organizational structure of the focus of the technical departments to further refinement,divided into technical applications,complete sets of support to the regional sales work to improve the company's industry application capacity;in the promotion of human resources management capacity to focus on strengthening the training,sales system to improve the focus;in the procurement of classified procurement and other measures.The research of the thesis and the formulation of the competitive strategy have some reference for the domestic small and medium-sized enterprises which engaged in the import of equipment,and also have some reference value for the selection and implementation of the competitive strategy of the small and medium-sized enterprises in the domestic industry.