Research On The Competitive Strategy Of AX Auto Parts Company

Auto parts are the basis of the development of automobile industry.At present,there are more than 10000 domestic spare parts enterprises with fierce competition.Ax auto parts company was founded in 2012,mainly engaged in the development,production and sales of automobile gearbox assembly and automobile stamping parts.With the increase of competitors,ax company is facing greater competitive pressure,sales revenue and customer growth rate is slowing down,so it is difficult to achieve the strategic objectives set by the company.Therefore,it is of great practical significance for Ax company to study the external and internal environment that ax company is facing,analyze the problems and causes of its current competitive strategy,and re select the competitive strategy.Firstly,this paper studies the external environment of ax company,analyzes the macro environment of ax company by PEST method,and analyzes the industry competition by Porter's five forces method.It can be seen that ax does not give full play to the advantages of internal environment,and does not make full use of the group's resources and its own strong R & D strength to further expand the market.At the same time,ax company also has shortcomings in dealing with internal environmental disadvantages.At present,ax company relies heavily on a single customer and product.Third,this paper analyzes ax's current competitive strategy.At present,ax company adopts the basic competitive strategy of cost leading.But in terms of internal and external environment,ax's cost leading competitive strategy did not make good use of the advantages of external environment,the opportunities brought by the expansion of market demand,and the upgrading of intelligent technology to promote the transformation and development of the company.At the same time,under the cost leading strategy,ax company did not give full play to its internal environment advantages,did not make full use of the group's resources and its own strong R & D strength to further expand the market.The reason for the problem of cost strategy is that ax company's competition has not been adjusted according to the changes of internal and external environment,and in the process of formulating the competition strategy,it has not relied on scientific analysis to formulate the competition strategy.Fourth,in order to re select ax company's competitive strategy,this paper establishes a quantitative strategic planning matrix based on the external factor evaluation matrix and internal factor evaluation matrix through SWOT analysis,and finally selects differentiation strategy as the basic competitive strategy of ax company.Finally,this paper studies the implementation of competitive strategy.The research of this paper has important reference value for Ax company to re select the basic competitive strategy and ensure the implementation of ax company's competitive strategy,and also provides useful reference for other similar companies.