Research On The Competitive Strategy For Konti Company

Kangti company is one of the world’s leading suppliers of auto parts,which belongs to Kangti group of Germany,one of the world’s top 500 companies.As an enterprise with continuous efforts,initiative and keen market attention,it still maintains a relatively good market share and performance,and continues to grow year by year.At present,the annual production of new light vehicles(passenger cars)in the Chinese market is more than 21 million,while the annual delivery of Kangti company is about8 million sets,about 20 million units 38% of the market share,a considerable volume.However,in 2021 and 2022 two consecutive years of market share forecast,the company is facing a small decline.From the perspective of external factors,competitors are constantly upgrading,the market maturity of products is gradually improving,and the era of high profits is gone forever.Customers in the Chinese market can more prudently and objectively understand and choose products that are more suitable for them,rather than focusing on the brand effect.From the perspective of internal factors,Kangti is still partially addicted to the past glory and can not extricate itself completely.It needs to have a clearer understanding of the current market situation and the core competitiveness of its products.The most important thing is that the long-term planning of the product matrix is not firm and clear enough,and there is a lack of long-term development orientation from the strategic level.This makes the whole team swing in the development,thinking is not unified enough,lack of joint action.In the author’s opinion,this brings confusion to the current Kangti company,and also directly leads to some practical problems in business development.It is through the analysis of the external environment and internal environment of the industry in which Kangti company is located,combined with the analysis of the five forces model and the analysis of the competitive situation matrix that the author finally determines that the core competitiveness of the company is the technological innovation ability,the integration ability,the lean production ability and the supply chain ability which occupy the dominant position in the market.And then it makes a set of differentiation competition strategy for Kangti company.Taking advantage of the core competitiveness of technological innovation and pursuing the differentiation strategy of differentiated product portfolio as the strategic direction of Kangti company,we can ensure the good cost advantage and price competitiveness of our product line through the excellent operation ability of production and supply chain,give full play to the unique integration ability of Kangti group,and strive to provide the difference of each segment for different customer brands Alienated products and services.The successful formulation and implementation of the competitive strategy will lead the company to reasonably establish long-term development goals and positioning,and ensure the prosperity and stability of the company in the future development of the Chinese market.