The Research On The Development Strategy Of A Construction Machinery Co.,Ltd.

In the past 2 decades,the construction machinery market of China has changed significantly like a roller coast:since 1990s,domestic construction machinery companies started to hit the market altogether,taking up the market share of concrete machinery,hooking machinery,and environmental machinery,etc.by each one of them,and shifting the monopoly up to 80%by foreign companies before into the their hands gradually;many international giant construction machinery enterprises such as Zoomlion,Sany and XCMG stood out thanks to the revenue CAGR of around 50%during the period.Nevertheless,since 2008,the international crisis crashed with the four-trillion economic incentive plan of China.And the construction machinery market was in excess in long run due to the extremely serious information mistake generated from the market.And the market is still lack of obvious recovery,even though many industrial policies had been made by the authority after that.As one of the tier two domestic construction machinery companies,the company A ought to re-considerate its development strategy to change actively and layout in advance.This dissertation was based on various of strategy management theories.Many classic analysis methods and tools were adopted,such as PEST Analysis,Value Chain Analysis,SCP Analysis,Five-forces Competitive Model,SWOT Analysis,and so forth.Basis on the structure and characteristics of the construction machinery industry,and the internal sources and abilities of the company A,the strengths,weaknesses,opportunities and threats for the company A's business development were analyzed;issues were discussed,such as the products plan,target market and revolution of operating mode;development strategy was made,plus the affiliated insurances for implement.It all consists of six parts,including Exordium,Theory Base&Literature Review,Strategic Environmental Analysis,Strategy Making,Implementation Insurances,and Conclusion.