Research On The Development Strategy For APTIV Company Changchun Branch

With the progress of human society and the rapid development of the national economy,the global automotive industry is transforming and upgrading towards electrification,intelligence and greening.The new power vehicle is not only a major approach to reform and upgrade China’s auto industry,but also an important choice for saving energy and reducing its cost.Following the evolution of the last few years,the new energy has become an inevitable tendency.At present,the penetration rate of new energy vehicles in China has exceeded 10%,the proportion of electrification in the incremental volume of vehicles exceeds 10%,and is expected to exceed 30% by2025.Along with the fast developing of new energy vehicles,the cable harness industry also has a new chance to develop.The new energy vehicle wiring harness system includes low-voltage harnesses and high-voltage harnesses,connecting the battery motor and all electronic components,which is a pure incremental market that grows with the growth of new energy vehicles.In this new situation,APTIV Company Changchun Branch,as an automotive wiring harness manufacturer,has to develop a strategy based on its own actual situation to ensure sustainable development of the company.APTIV Company Changchun Branch was founded in 2000 as an automotive components company with a focus on the development and manufacture of automotive wiring harnesses.The year 2022 marks the start of a fresh shift for the car sector as the domestic and foreign market for new energy cars is rapidly evolving,combined with an unstable pandemic,rising commodity prices and a lack of chips.The impact of factors such as the shortage of supply has led to a gradual decline in annual sales revenue and corporate profitability,low production efficiency,and weak R&D capabilities for new energy,new technologies and new products,lack of corporate strategic planning capability among many other problems at APTIV Company Changchun Branch.Against the background of both opportunities and challenges,APTIV Company Changchun Branch should grasp the development opportunities,strengthen the company’s existing advantages and characteristics,and take multiple measures to make up for its shortcomings,so as to obtain more favourable development opportunities.This thesis explores the development strategy of APTIV Company Changchun Branch in the context of the development of the automotive wiring harness industry and applies knowledge of strategic management theory.The thesis analyses the current situation of APTIV Company Changchun Branch and analyses the problems in the company’s current operations and the underlying causes of the problems.Strategic Analysis of the external environment facing APTIV Company Changchun Branch was conducted using tools such as PEST analysis and Porter’s Five Forces Model from four aspects: political,economic,social,and technological.At the same time,the internal environment of the company is analyzed in terms of both its resources and its capabilities.The SWOT analysis method is used to systematically analyze the opportunities and threats,strengths and weaknesses of the company,clarify the short,medium and long-term development goals of the company,and accurately grasp the opportunities and challenges in the development of the company.QSPM matrix was used to make the strategic decision,conclude that APTIV Company Changchun Branch should choose SO strategy in its development.On this basis,specific strategic implementation measures are developed,which can be achieved through the backward integration strategy in the integration strategy,the concentrated diversification strategy in the diversified business strategy and the product development,market penetration and market development strategy in the enhanced strategy.Finally,safeguards for human resources,product technology,finance and capital,corporate culture have also been formulated,enabling the company to avoid harm,enhance its strengths,make up for shortcomings,face challenges head-on,and seize opportunities.The company will be able to face the challenges and grasp the opportunities to grow steadily.In addition,through the study of this paper,we hope to provide reference and basis for the formulation of development strategies for the same or similar enterprises as the APTIV Company Changchun Branch.