Research On Competitive Strategy Of Alcohol Equipment In JT Company

Strategy is a major decision making process that has a comprehensive influence on on the overall situation.For a company,whether the strategy is right is related to the survival and development of a company.Biofuel ethanol is an important component of renewable energy.It plays an important role in the replacement of traditional fossil energy.It can improve the environment,promote the development of agricultural industrialization and increase farmers' income.At present,the development of China's biofuel ethanol industry is still in the beginning stage which enjoys a bright prospect on the market.JT Company is a private enterprise specializing in design,engineering,manufacturing,contruction and commissioning of alcohol equipment.It has a large share in alcohol equipment business.But with increased competition in this industry and the entry of new firms,it is of great importance for JT to choose and make the suitable competitive strategies based on the analysis of their current situation.Through reading and understanding lots of strategic management literature both at home and abroad,this paper expounds the development of enterprise strategy theory and summarized new strategy theories.Based on Michael Porter's competitive strategy theory,in this paper,the PEST model and five-force competition model are used to analyze the macro environment of JT company.An objective comparison analysis in this industry is done and summarize the external environment-opportunities and threats in this enterprise.Meanwhile,use external factor evaluation(EFE)matrix to conduct quantitative evaluation.In the internal environment,through the company's resources analysis then elaborate the internal resource capabilities and core business of JT Company,analyze the basic activities and supporting activities of the value chain,and point out the advantages Disadvantages and the use of internal factor assessment(IFE)matrix for quantitative evaluation.Using the SWOT matrix to comprehensively analyze external opportunities and threats,internal strengths and weaknesses,and establish a quantitative strategic planning matrix(QSPM),which comprehensively scores the various strategies to be selected,seizes opportunities,utilizes advantages,and seeks to avoid disadvantages.In the end,we chose a focussing strategy,focusing on fuel ethanol equipment.Our target customers are to locate new manufacturers of fuel ethanol production lines and companies that will carry out original plant transformations.At the same time,we point out the key factors for the implementation of the strategy:to create lean manufacturing management and to promote technological innovation.At the same time,in order to ensure the realization of the strategic objectives,the following safeguard measures for implementing the competitive strategy are proposed:to improve the organizational structure of the company,to establish an organizational structure suitable for the current stage of development of JT;to strengthen the cultural construction of the enterprise and create a good atmosphere;to optimize human resources Deploying people to the best of their ability to achieve the match,and actively play the role of marketing,improve the visibility of JT,enhance the R&D and design capabilities,focus on the distillation and conversion technology of cellulose fuel ethanol,and occupy new markets.This paper connects theory with practice,selects the competitive strategy suitable for its own development according to the specific situation of JT Company,and formulates the corresponding effective strategy implementation and safeguard measures.This has a very important guiding role in the transformation and upgrading of enterprises under the new situation and enhances their competitiveness.At the same time,it also has a strong reference for enterprises in the same industry.