Development Strategy Case Study On CTRB Company

As the 10th joint venture of CT Group in China,CTRB was founded in 2013.Within the last 10-year development,CTRB experienced ups and downs along with the China Automobile market,externally as the development of Industry 4.0,the iteration of new energy on gasoline,the popularization of informatization and intelligentization,combining Covid pandemic impact and IC shortage,internally as the enlargement of new customers,increasement of capacity and sales revenue but limitation of talents,continuous customer complaints and quality issues,both the uncertainty from external opportunities and threats and managemental defects out-bursting,as well as the performance requirement from shareholders,all demand the management team clarify the current situation and define the development direction.By analyzing the China local automobile market situation,predicting the future industry development and investigating the company status internally and externally,this case study has conclusion as the cost-leading strategy for the company as the foundational level,in virtue of the support from CT Group in brand reputation and R&D resources,to deploy further market penetration,in parallel,relative diversified strategy for better utilization of the company’s molding and assembling technology and competency,followed by the proposal of safeguarding measures to ensure the implementation of the strategies defined.This study is striving for the contribution of the company future positioning and target establishing,which could lead the company prosperous in the next 10-year development.