The Research Of Development Strategy For LM Tianjin Plant

Facing the challenges of the wind power market's new environment,considering the long-term development requirements of the company,how to make a comprehensive strategic canvas,which both conforms to the requirements of the future development of the company and wins the market competitive advantage,is the objective and realistic problem that the LM Tianjin Plant faced with.First,use the PEST qualitative analysis method and five-force competition model to analyze the macro and competitive environment of wind power industry.Then use AHP method to calculate the eigenvectors of the external environment,thereby to select the key factors.Second,from the LM financial performance,operation ability,R & D technical ability,brand strategy and cost five areas to make a qualitative analysis of internal environment,and then use IFE method to evaluate the internal environment impact,then summarize the key factors.Third,use SWOT qualitative analysis method and according to the key factors of internal and external environmental to construct the SWOT strategic matrix.Then use SWOT-AHP method to establish the strategic quadrangle to select the strategy accurately.Fourth,according to the selected strategic to make the objectives and implementation elements,it including management methods and projects,then from the three levels of operation,management and culture to formulate strategic implementation guarantee.Finally,we evaluated the development strategy of LM Tianjin plant from three areas: financial performance,strategic objectives and organizational development.Through qualitative and quantitative analysis,derive the key external factors: wind power is one of the impotent pillars of renewable industry.China leads the global wind power's development,sharing model in business & construction & information & profit,grid parity and get rid of subsidies,mature stage and offshore wind turbine development.Through the qualitative and quantitative analysis derive the key internal factors: the key customer share ratio more than 50%,leading in global design and manufacturing partners,Ability in large-scale wind turbines development,customer become strong,22% in wind turbine's cost,20% share of market.Applied the SWOT-AHP model to calculate the strategic vector(47.2 ° and 0.732).Pinpoint LM Tianjin plant should take the activate opportunity strategy.