Study On Market Competitive Strategy Of GETRAG (Jiangxi) Transmission Co., Ltd

As vehicle sales increases sharply in our country,domestic automobile market has become an important market for every large international automotive manufacturer,who chooses to invest in manufacturing in China to reduce production cost and remain competitive.With the falling of automobile price,automotive manufacturers lower purchase price of components to reduce price pressure,which narrows the profit margin of transmission manufacturers and,to a large extent,makes competition among transmission manufacturers more intense.GETRAG(Jiangxi)Transmission Co.,Ltd,(hereinafter referred to as GETRAG)the powerful combination between GETRAG CORPORATE GROUP(Germany)and Jiangling Motor Groups Company(China),is one of the excellent world class suppliers for transmission and technical service.It insists on building the most excellent global transmission supplier as a target;upholds "practicality-rooted,innovation-oriented" as the research and development concept,increases technique input and enhances product innovation capacity continually.The company has stable talents team.Based on theoretical research achievement of relevant market competitive strategy at home and abroad and advanced practice experience,this paper uses PEST analysis and Michael Porter's Five Forces Model to analyze GETRAG's market competitive environment,and uses SWOT analysis to analyze GETRAG's strengths and weaknesses,opportunities and threats,in order to put forward Strategic Positioning and Implementation Pathway of GETRAG's market competition.The main conclusions show as follows:(1)Under the background of advocating green,environmental protection,energy saving and low carbon lifestyle,transmission manufacturers also shoulder the mission of environmental protection,energy conservation and emissions reduction,which complicates GETRAG's internal and external environment.Therefore,in the fierce market competition,the product with advanced technology,reliable quality and competitive price is the key to achieve customer requirements.(2)Relatively weak bargaining power while facing the upstream and downstream companies,relatively high barriers to entry in transmission industry and fierce competition among transmission manufacturers will directly affect GETRAG's market competitive strategy.(3)GETRAG's market competitive strategy positions in “ constantly innovatingnew technology,setting up strong brand,seeking differentiation competitive and achieving the growth and development of the enterprise”.In view of this,the full implementation of GETRAG's market competitive strategy should be based on the management strategy,differentiation strategy,information strategy,marketing strategy and brand strategy.With the constant improvement of national relevant policies and the dynamic change of market demand,more and more opportunities and challenges are brought to GETRAG.Only if GETRAG takes the initiative to adapt to the national policies and market changes,and constantly improve their own market competitive strategy,it can maintain sustainable development in fierce market competition.