Research On The Market Transformation Strategy Of X Company

With the globalization and marketization development of China economy,the competition situation of domestic steel tire cord industry has been becoming more complicated and changeful.The strategy problem of X company urgently need to solve is how to strengthen its own competitive advantages and to build up its core competence to meet the challenges from the rivals.This dissertation is composed of seven charters,including an introduction,strategy theory description,external enviroment analysis,internal resource analysis,marketing strategic transformation strategy design and choice,marketing strategic transformation strategy implementation and conclusion.Charter I and II introduces current situation of Company and strategy theories and background materials.Charter III analyses the macro-enviroment,industry competitive enviroment and main rivals of Company by using the PEST model and Five Competitive Forces model,pointing out the opportunities and challenges which company confronted with.Charter IV reviews the company’s internal resource and competence,point out the advantages and disadvantages.Charter V analyses the opportunities and challenges,advantages and disadvantages by using SWOT model,and indicates the company’s development direction and marketing strategic transformation strategy design and choice based on its mission,aim and orientation,Charter VI the strategy implementation and enforcement system,Chart VII makes a summerize of the whole paper.After analyzing the internal and external environment of the company,it is concluded that it can no longer rely on the quality leading strategy to deal with the current competitive environment.It is suggested that the market share should be stabilized by increasing the barriers to entry by maintaining the leading technology.Taking into account the steel cord industry in the future has a good development prospects,it is recommended X company from the quality leading strategy to the leading technology strategy transition,combined with the differentiation strategy to form its own core competitiveness,the company will be able to long-term survival and continuous development.The main strategy of X company is: To focus on the centralized strategy as a major means,to implement the new product development priorities,market penetration and market development for the second step,which formed the product-market strategy.Relying ontechnological innovation to achieve breakthrough in the market.Meanwhile,cooperating with the tire companies,help to realize the whole tire chain upgrade.