Research Of G Group Automotive Company’s Development Strategy At China

In recent years,foreign-funded automotive parts enterprises are facing more and more competition in China.On the one hand,local enterprises gradually break through technical barriers and narrow the gap with foreign-funded enterprises.On the other hand,compared with local enterprises,foreign-funded enterprises lack cost advantages,resulting in many bottlenecks in the development of foreign-funded enterprises in China.The author has been working in Gestamp China for nearly 8 years,who has experienced the initial development,rapid growth and stable development of the company’s business in China.In recent years,with the rise of technology and management of Chinese local enterprises,the company is facing more and more competition and challenges.On the other hand,due to the slowdown of annual production and sales growth in the automotive industry and the impact of import and export trade tariffs between China and the United States,the market share and profit rate of the company’s products begin to decline.Therefore,G Company urgently needs to find a new breakthrough and formulate a new development strategy to make the company in the progress of development,to get China’s business in the trend of long-term sustained growth and ensures its leading position in the hot forming parts industry.This thesis takes G Company,a foreign-funded automotive parts company,as the research object,and combines the basic theory of strategic management with the relevant theoretical research.Firstly,on the basis of summarizing the development history of G Company in China,this thesis uses PEST tools in strategic management to analyze the macro-environment of G Company,and then do the five-force model and main competitors analysis to find a clear development opportunities and challenges of G company;secondly,summarize the internal problems of G company at present,and analysis the internal environment and competitive advantages of G company through core resource capability analysis;chosse the future development strategy of G company from the perspective of operation and management by using SWOT strategic analysis method and strategic matrix method,give the company’s applicable development strategy: first,differentiate high-end and low-end products,introduce foreign advanced technology into China,localize design and manufacturing,increase the development of high-end products,especially in the field of new energy vehicles,and at the same time,in order to maintain the market share of low-end products by reducing the product composition.This thesis also seeks to cooperate with local enterprises to achieve the effect of quickly occupying the market.The last chapter of the thesis gives a series of specific methods to implement the company’s development strategy,including the specific scheme of product differentiation and the introduction of the latest technology,the scheme of cost reduction and the scheme of joint venture with local enterprises.The development company will eventually be in the leading position in the market share of the whole product.Finally,hope that through the in-depth study of G Company’s development strategy in this theis,we can also draw lessons from other foreign-funded automotive industry spare parts enterprises and formulate new development strategy to adapt to the drastic competition in the automotive industry and the development of the tough economic environment.