Research On Competition Strategy Of Casting Automation Business Of Manfred Company

The article based on the market environment of casting automation business where Manfred Automation is in,analyzes how Manfred Automation as a newly founded company with German technology background,could achieve customer recognition,win market share and be strongly competitive.First of all,after the internal and external environment analysis on casting business,we realized that,(1)With the approaching of 4th industrial revolution,it is prosperous and promising future for industrial automation and intelligence.(2)The core competence for Manfred Automation is the technology accumulation in casting automation business.(3)Manfred Automation would like to take the full advantage of its core competence and to participate in the promising development of industrial development.Meanwhile,Manfred Automation will make up its shortcoming while developing.(4)Through five forces model analysis,it reveals that Manfred Automation has comparatively low bargaining ability with its suppliers in casting business,but the customer of Manfred Automation has the strong bargaining power.Also,casting automation has low threshold and competitors vary from those like KK Industry,Moessner,Fill and RS which represent famous foreign automation brands to those like WFKJ,Suzhou XY,RLD which represent newly grown-up domestic casting equipment and automation integrators.Secondly,in the choice of competitive strategy,Manfred adopts different competitive strategies to deal with two types of competitors and two different markets.(1)Manfred adopts the customer service differentiation strategy to compete with the famous foreign automation integrators;(2)Manfred adopts the technology differentiation strategy to compete with the newly grown-up domestic casting equipment and automation integrators.Finally,in order to guarantee the effective implementation of the competition strategy,the paper puts forward the four steps through organizational structure,incentive mechanism,corporate culture construction and information system constructionThe paper contains high theoretical value and practical significance.And it has significant practical and theoretical guidance for the development of casting automation business of Manfred Automation.This paper mainly focuses on competition strategy of casting automation industry,whose results have strong reference significance for other branches of industrial automation industry.