Study On The Strategic Development Of Airbag Control Module Business Unit In Continental Automotive Group

The Airbag Control Module Business Unit is a member of the German Continental AG,a 146-year-old German automotive supplier,who consist of the chassis and safety division,Interior Division,Powertrain Division,Tire Division and Conti Tech.The five major divisions contributed 40 billion euros to the company in2016,with more than 22,000 employees and 55 countries in the world.The airbag controller module business unit is located in the chassis and safety division.Its main products are airbag control module.In Europe,the Americas,Asia has offices,research and development centers and production Plant.Airbag control module as a car chassis passive safety of the core accessories,always closely follow the pace of development of the world’s automotive industry in the vehicle passive safety plays the most important role.It is through the process of dealing with the energy of the car crash acceleration,according to a certain algorithm logic,fast and accurate control of airbag explosion,reduce the damage to the car staff.At the same time,as the car’s "black box",record the preservation of the crash process speed,stalls,throttle opening and other important information.Providing key clues and evidence for crash accident analysisWith the dramatic changes in the automotive industry market,the company’s old business philosophy and development strategies have been a serious impact.The airbag control module on the industrial structure and operating methods have brought tremendous impact.Continental Group airbag control module business unit is also facing enormous opportunities and challenges.Is eager to open up and occupy the market,or to increase their own advantages,steady forward.Need a stable development strategy for its market competition to find the direction of progress.First of all,the development of the enterprise carried out a systematic analysis.Although the enterprise for the world’s top 500 enterprises,has a complete businessphilosophy and methods.At home and abroad,there are a wide range of markets and good reputation,but there are still serious problems.In the enterprise outside,suffered a decline in product competitiveness,profit margins narrow,rival pressure and other troubles.As for enterprise inside,encountered poor coordination of the department,the company operating efficiency is not high,the lack of R & D products and other issues.Reflecting the current corporate strategy is not unified development,the goal is not clear.Need a stable long-term development strategy to guide the company to further progress.Through the use of a large number of strategic management theory and practice and related works,papers and other literature analysis of the Continental Group airbag control module business unit development strategy of the existing problems and causes.Through the PEST analysis model,the enterprise in which the external environment,political,economic,social,science and technology of the actual situation.Combined with the ability of Porter’s five-force model to compete with existing competitors in the same industry,the ability of potential competitors to enter,the substitutes of alternatives,the bargaining power of suppliers and the bargaining power of purchasers.Extract the external opportunities and threats of SWOT analysis.And use the Porter value chain analysis method to analyze the process of value increase within the enterprise.Summarizes the internal strengths and weaknesses required for SWOT analysis.In the use of SWOT analysis to develop the future of the four multinational companies development strategy.Through the comprehensive consideration of the current nature of the company’s own business and development,after argumentation,summed up the most suitable and most stable development strategy.At the same time,relying on the whole group of corporate culture and strategic thinking,put forward the business unit of their own development strategy of the specific implementation measures and assurance measures.For enterprises to carry out new strategies as soon as possible,into the benign,sustainable development paved the way.