Study On The Competitive Strategy Of Henkel Company Aerospace Segment Under The Background Of Digital Economy

Adhesives is in basic application chemical industry,its applications have covered home appliances,daily usages,packaging,industrial,electrical,automotive,aerospace and construction industries etc.,have widely used in almost every aspect of our daily life.The development of adhesive industry is closely related to the development of national economy.The application of the adhesives in Aerospace market are mainly the manufacturing and repair of the Airplane structures.In recent one decade,the development of digital economy has made a huge impact not only on the organizational structure and company culture,but also the defining and implementing of corporate competitive strategy.The impact happens not only on the internet companies,but also traditional manufacturing companies.How could traditional companies better utilize product and technology advantage and leverage digital transformation to continuously outperforming competitors is worth study.The dissertation is based on Michael Porter’s Classical Competition Strategy and Strategy Palette,which was presented by Boston Consulting Group,and it is suitable to use as strategy selection tool when companies facing diversified external business environment.The research objective of the dissertation is Henkel Aerospace segment,Aerospace segment provides adhesive and aftersales maintenance products to the aircraft manufacturers,tier one component manufacturers and airline companies.And selected Adaptive Strategy through the analysis of Henkel external business environment and competition in Aerospace segment,in combination of the brand,product and technology advantages Henkel already possesses.The Adaptive Strategy is aimed to speed up the reaction of Henkel to the rapid changing business environment,and further drive product differentiation through R&D investment,and to improve decision efficiency and accuracy by utilizing big data and digital transformation.Based on the defined strategy,define the implementation plan of the functions.The dissertation could be a guidance of digital transformation of the traditional industries.