Research On Competitive Strategy Of Shenzhen Bitland

As smart phones play an increasingly indispensable role in people's lives,people had less attention on the notebook computer,which was once glorious and played an important role in the life entertainment;moreover,in people's impression,notebook computer industry has become a sunset industry.In recent years,since the phone makers like Huawei and Xiaomi began to release notebook products,notebook industry once again gradually gained the attention of the consumers.Except for the notebook brand company like Huawei,HP,or main chip and system suppliers like Intel and Microsoft,the notebook ODMs also act an important role in the industry.The several top ODM manufacturers in the industry develop and produce about 90% of the global shipments of notebook computers,they are the real "behind the scenes heroes" in the notebook industry chain.Shenzhen Bitland Co.Ltd.is a notebook ODM manufacturer,which is currently the number one notebook provider in mainland China,but it still has a large gap compared with the large ODMs from Taiwan,China.Taking Bitland as a sample,facing the notebook ODM industry both with seemingly new opportunities and with big challenges,and aiming to catch up with the first class of ODMs,this paper builds up a business competition strategy which is consistent with the company's situation and practicable with the help of relevant strategy management theories and tools,and with the careful data collection and collation as well.This paper first analyzes the internal and external environment of Bitland by means of PEST analysis,Five Forces model,EFE and IFE,etc.;then,take all the related factor to have SWOT analysis and formulates a number of strategy items and classifies them into strategic types,with the result of these strategy terms belonging to three groups: the Centralized Competitive Strategy,the Total Cost Leadership and Differentiated Competitive Strategy.Next step,QSPM matrix is used to quantitatively analyze and compare the three strategies,and finally Differentiated Competitive Strategy is determined as the business competition strategy of Bitland.In addition,the paper brings up the implementation details of Differentiated Competitive Strategy and safeguard measures,which is to help the company realize the strategic goals finally.In a word,this paper establishes differentiated business competition strategy for Bitland by using strategic analysis process and various strategic analysis tools,which may help Bitland to establish competitive advantage,enhance industry status and realize the strategic goal of becoming a front-line ODM factory,and also provide some reference for other small and medium-sized ODM manufacturers in the industry when making strategic choices.