Research On Strategy Management In MILLISON DIE CASTING

Millison Die Casting,co-founded by Millison Holdings Co.,Ltd and Chongqing Dajiang Industrial Group Corporation in May 2001,has become a top enterprise in China's die casting industry after years of rapid growth.Having a large capability to design,develop,die casting,machining and assemble.Millison supplies hundreds types of products in automotive,tele-communication and gasoline engine industry.Millison has won numbers of golden award on International Foundry Exhibitions and built well-known reputation,which now is a standing council unit of Chinese Foundry Association and Chongqing Die Casting Association.In this thesis,the author,who entered the die casting industry 13 years ago,investigates the strategic management in Millison from the view of general manager more than 8 years.In the past eight years,the author leads the vigorous development of the company from a tough beginning that full of crisis to thriving and prosperous via great transformation.The author has accumulated a wealth of practical experience on the strategic management of enterprises,including a deep understanding of theory,practical invention and breakthrough on management.Based on the author's experience and the training by the EMBA program at Southwest University of finance and economics,this thesis aims to provide a strategy assurance on the future development of Millison in the expansion to global market as a Chinese brand,and also provide a reference for domestic counterparts.To this end,this thesis analysis the status especially the business environment of Millison and try to build strategic target and implementation plans.This thesis includes five chapters which organized as follows:1.Introduction.Gives introduction to the Die Casting industry in China,the problems enterprises facing and the research background.After a brief review on the domestic and global research progress in related fields,the research method and meaning is given.2.Lays out the outlines of enterprises theoretical strategic management.Giving explanation of common concept and content in details.Also the building process and evolution of theories are introduced,providing the theoretical foundation of the research in this thesis.3.SWOT analysis of the strategy design in Millison.The status and developing history of Millison are reviewed first.The SWOT analysis is then applied in details,targeting at all kinds of problems in the operations of company.This chapter tries to comprehensively display the interior advantage,disadvantage and the external opportunities and risks of Millison within the complex global and domestic industrial environment.Essential SWOT analysis matrix are presented to indicate the advantage in quality team,efficient management,advanced manufacturing base and leading technology platform,as well as the disadvantage in limited customer,high cost,lack of experience in project management and the lack of independent mold production.Meanwhile,the opportunities of the.rapid growing die automobile and communications industry,the development of new energy-saving industries,transfer tendency from abroad and the sustained attention from potential customers,the high-end customer expectations and market and the intensive competition are also analyzed.4.Illustrates the design of strategy in Millison.The winning points of Millison are located by comparing to the two major competitor,Guangdong Hongtu Technology Co.,Ltd(domestic-capital enterprise)and Nemak(foreign-capital enterprise)in fields of major products,market and company operation.Per Author's opinion,the advantage of Million Die Casting is showed as management decision-making,flexibility,profitability and technical innovation etc;Meanwhile,the scale of enterprise,quantity of excellent customer,industry's influence is the disadvantage.Through the comparison,establish the overall strategic planning and specific strategic objectives for 2011?2015 of Millison Die Casting(hereafter "12345 Planning"),and then discussed in details,focusing on specialization,globalization and enterprise culture.5.Presents the future executing plans of strategy in Millison.The specialization strategy will be implemented by assuring die casting as the flagship business,and promoting related businesses.The globalization strategy will be carried out by independently accomplish the design,machining and fine treatment of large-scale complex parts and structural parts.To reinforce the enterprise culture,i.e.,carefulness,respect,understand and trust,Millison will encouraging any advice from employer,cultivating team spirit and building common values and goals.Together with the employer,Millison is dedicated to become a powerful,international and centenary company.Mainly follow as below 5 aspects:Xiangyang plant-upgrade manufacturing:automation,intelligence,less labor,high efficiency die casting cells;international competition-upgrade marketing products:focus on complex and high-tech castings and structural parts like engine cylinder block,auto-transmission case etc.to compete with global well-known supplier;integrate IT application-reform and upgrade management:integrate ERP with business process reengineering,operation standardization,lean production;R&D center-upgrade research and development:new materials,new technologies,new processes,in-mould castings,thin castings,semi-solid castings,magnesium castings;Human resource strategy-better working environment:attracting and keeping useful talents by leading compensation strategy,fully display the talents and advantages to ensure good emotion and relationship.This content and results of this thesis are suffered from limited time and knowledge,and lacks a comprehensive and thoughtful investigation on the leading direction,the competing status and changes in the up and down chain,which need to be improved and in my future practical and theoretical work.Any comment on this thesis is welcomed and appreciated.