A Study On The Development Strategy Of Company EM Tibet Branch

To keep the leadership in the engineering machinery market with intensive competition as an exclusive dealer for the renowned Brand C in the western area of China,Company EM has to develop its business in Tibet.It established its Tibet Branch for local businesses as sales,operations and after-sales service.But many uncertain factors exist in terms of new area development especially for ethnic regions like Tibet.Therefore,how to profoundly and correctly analyze the internal and external environment where the enterprise stands so as to form its development strategy that conforms to the environment,will determine whether the enterprise is able to take the positive position among competition,and whether it can successfully bring new and stable increments for the enterprise.It is also a key for Company EM to its own sustainable development.To solve the practical problem of development strategy settings for Company EM Tibet Branch,This dissertation does research and study with extensive referring on various documents of strategic management,choosing applicable theory systems and research methodologies,confirming ideas and thoughts for it,and further investigating its practical situation.This dissertation applies classic theories and methods of strategic management to its study for Company EM Tibet Branch such as 5 Forces Model of Michael Porter,PEST Model Analysis,SWOT Matrix Analysis and IE Matrix Analysis.The 5 Forces Model and PEST Model are firstly applied to analyze the external environment and competition where Company EM Tibet Branch stays,to obtain its external opportunities and threats,and then to conclude the internal strength and weakness through analyzing its organizational and operational conditions.Based on what’s done,the SWOT Matrix Analysis and IE Matrix Analysis are applied to form and settle strategies.And finally Company EM Tibet Branch’s strategy target is obtained on the basis of conformity with Company EM’s integral strategies.The main conclusions are:to keep incremental profits and market share in the Tibet region;to gradually complete branch and outlet establishment around Tibet region so as to give timely response to customer’s demand and further raise customer’s satisfaction;to forge a firm core team and enhance the whole team growth so that the talent pool consisting can match the local business development and a professional team can be formed;to optimize the organization structure with efficiency and cost control.Also the quantified business performance targets for near future and mid-term are set.The detailed strategic implementation plans are also given in this dissertation on cooperation with relative parties,marketing,organization restructuring and HR management,operations and after-sales service management,etc.in the aim to realize these strategies.This dissertation also takes considerations on new area development and characteristics of Tibetan Ethnic Region.Therefore the study methodologies and framework as well as results and conclusions of this dissertation can be somehow referred to for other enterprises which may encounter similar situations.