A Study On The Competitive Strategy Of M Company

In recent years,the wave of intelligent manufacturing is rising globally.Although the needs for high-end machine tools in domestic market are growing fast,middle/low-end machine tools still occupy the main part.Depending on the high-end positioning and localized production,foreign machine tool manufacturers which invested in China have achieved good business benefits,but still not dominant in market scale and share.The research object of this thesis--M company is a subsidiary of M group,a Japanese machine tool manufacturer,which is set up in China.Since its entry in Chinese market 20 years ago,M company has been mainly aimed at high-end customers with high demand for processing accuracy,intelligence and automation.Although the rise of intelligent manufacturing becomes a great benefit,due to the fact that the upgrading of technical and equipment of domestic customers has just started,and the price competition in market is fierce,the development of M company still has a possibility of improvement.In such market environment,this thesis formulates a competitive strategy for M company to help it define its own positioning and make choices in the market,so as to gain an advantage in fierce competition.The structure and research methods of this thesis are as follows.Chapter one introduces the research background,purpose,content and technical route.Chapter two summarizes the development of strategic management theory and introduces the relevant tools used in this thesis.Chapter three summarizes the characteristics and trends of domestic machine tool industry,analyzes the external environment of M company through PEST model and Michael Porter’s Five Forces model,and summarizes the opportunities and threats with the help of EFE matrix.Chapter four introduces the basic information of M company and analyzes its internal environment,including research & development,production,sales,service abilities,through IFE matrix.Chapter five combines the analysis results of EFE matrix and IFE matrix,sorts out four strategic alternatives through SOWT analysis,and uses QSPM matrix model to select the most suitable strategy for M company.And then,make an implementation and adjustment plan of the strategy,which is formulated by strategy decomposition,implementation,monitoring and feedback,verification and adjustment.Finally,this thesis uses the Strategy Map tool to decompose the strategy from financial,customer,internal process,learning and growth levels,so as to clarify the implementation guarantee of the strategy.In strategy formulation stage,this thesis sorted out four alternative plans.Based on the discussion results of experts,M company should make full use of its advantage in high-end positioning,and set the strategy as "Providing integrated solutions of intelligent manufacturing to the high-end domestic customers".Centering on this conclusion,this thesis makes detailed strategic implementation and safeguard measures for M company to ensure the effective implementation of the strategy,and help it maintain its advantages in fierce competition.