A Study Of Enhancing X Battery Company's Product Competitiveness

X Company was set up in 1999 as one of the oldest private owned domestic battery manufacturer,and it is the pioneer in lithium battery production.It has absolute advantages in terms of equipment modernization,automation,product R&D capability and production craftsmanship.However,it has fell behind many of the new starters' battery company in recent years.Looking back the past 17 years,it has experience factory site replacement,upgrading of manufacturing equipment,and frequent changes of management staffs.Within this period,human resources turnover has reached a new high,while it still adopts the same old sales approach it used 10 years ago.All these changes have lead to quality deterioration,low market captivity,and decrease brand awareness,etc.Thus,X Company is facing challenges of how to enhance its product competitiveness in order to maintain a continuous growth.Therefore,this thesis has applied case analysis by using business environmental analysis tools,and re-evaluates the internal and external environment X is facing in order to find out the reasons that affect its continuous growth.By applying product competitiveness enhancement strategies,improve and enhance its competitiveness and thus become standing out among its competitors.Based on environment analysis and on-site interviews,further solutions have been provided in order to solve above-mentioned problems.To enhance its product competitiveness,X Company should implement modernized standard management to improve its product quality,which will in turn benefit its product competitiveness.Focus on development of consumer electronics batteries and develop EV powered batteries at the same time;expand its production capacity to win over more big clients,and continuously enhance its brand awareness and set up modern key performance indicator system.In the end,some other supporting suggestions are also discussed,such as restore its corporate culture,re-evaluate its corporate values and recognize the importance of teamwork.Besides,it should also re-evaluate its organizational chart and once its set and it should not change it randomly.