| Wuxi OMI Super-Special Tools Trading Co.,Ltd.(hereinafter referred to as Wuxi OMI)is a subsidiary of Japan's OMI Group in China.Japan's OMI Group is mainly engaged in the production and research & development of tool products such as superhard alloy tools and precision cutting tools.Wuxi OMI is mainly engaged in the sales of the tool product of Japan's OMI by import to the Chinese market.With the support of Japan OMI,Wuxi OMI has achieved certain development by relying on its advantages in product quality and customer resources.However,due to the strategic conservative management,the company failed to achieve further development.In today's increasingly competitive market,the Japanese tool brand represented by OMI is threatened by other brands,the market position is facing challenges.How to avoid past failures in competition and restore the advantage of the starter depends on the strategic shift in thinking.This article is divided into five parts.The first part explains the background,research significance and research framework of the thesis,mainly introduces the background of the decline of Japanese enterprises in the Chinese market and the transformation and upgrading of China today.It studies through literature research,theoretical comprehensive research and personal participation.The second part outlines the journey,current situation and trend of enterprise strategy development,and focuses on the enterprise strategy theory and analysis methods related to this paper.The third part is to introduce the development process of Wuxi OMI,research its development status from organizational structure,business system and business status,and find out the problems in the development process.The fourth part is to study the opportunities and threats in the external environment and the internal advantages and disadvantages of Wuxi OMI through the PEST,the five-force model and the SWOT matrix,and provide the factual basis for formulating the development strategy.The fifth part is based on the previous analysis to formulate the development strategy that is in line with company's future development,and formulate the business strategies and functional strategies from multiple dimensions such as marketing,products,distributors,and human resources.Moreover,from the five aspects such as management autonomy,Talent guarantee measures,establishment of performance appraisal mechanism,construction of information platform and cultural construction,the company's strategy is effectively guaranteed.Nowadays,there are more and more cases of Chinese enterprises going abroad through the “One Belt,One Road” strategy.This paper hopes to provide some reference and guidance for the same type of export multinational enterprises in China by taking the Japanese enterprises in China as a case. |
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