Strategic Research Of RB Company In The Post-epidemic Era

With the increasing advancement of high technology in electronic products,laptops have been playing an indispensable role in the development of its market,the pace of laptop replacement gradually slowed down,the life cycle was extended,even after a few years of use,it still met the needs of people’s daily use,the end consumer replacement tide was not as fast as before.According to the 2022 IDC’s forecast,the global laptop shipments were suffering nearly a step down,as electronic foundry company RB,the company was more dependent on the laptop foundry business,due to the external environment in recent years which had produced greater changes,such as the Covid-19,the Sino-US trade war,foundry transformation and upgrading of the background,corporate strategy needed to be adjusted according to the current situation,in order to combine the external environment changes for sustainable development.In 2020,the epidemic came to us quietly,during which time the epidemic caused various degrees of economic impact around the world,it has been lasting for three years so far,with some industries in steep decline and others bucking the trend.The process had been characterised by disruptions in logistics and transportation,delays in material delivery,lack of labour,difficulties in moving people around,and the shutdown of production lines due to quarantine,and even plant closures.However,the production targets required by the customer needed to be met still.With the increase in vaccine coverage in various countries,the lifting of quarantine controls and the relaxation of entry and exit regulations,the world and China were gradually entering the post-epidemic era and embarking on a strategy of coexistence with the epidemic.With reference to the experience of the first liberalised countries,the spread of the epidemic had not completely disappeared,the import from outside the country and the impact of the seasonal transition would continue for a longer period of time,while employees would return to the office,which could drive market demand.RB had to be able to respond to the post-epidemic environment with agility in the short,medium and long term.RB is one of the top laptop foundries in the industry and was ranked in top300 of the Fortune 500 in 2021.Over the past decades,international exchanges had gradually opened up and evolved into an international competitive situation.Other domestic leading laptop foundry companies include Quanta,Foxconn,Wistron,PEGATRON and Inventec,which have a total market share of over 80%,with customers such as HP,Lenovo,Dell,Apple,Asus and Acer.The market is highly concentrated,fully demonstrates the increasingly fierce environment of the foundry market.China,as the world’s manufacturing factory,is faced with great challenges in the trade barriers provoked by the trade war between the US and China.In addition,the development of laptop foundries have been going on for about 30 years.Faced with changes in the external environment,such as labour costs,investment policies and international competition,companies urgently need to make strategic adjustment at any time in the light of the general environment.This thesis selects RB’s laptop outsourcing business group,which accounts for about 70% of revenue,as the research of object.This thesis introduces its current business and operating conditions.The qualitative analysis uses the PEST model to analyze the external environment and background,Five Forces Model is used to analyze the competitive environment,and the quantitative analysis use the IFE and EFE evaluation matrix,combined with the SWOT analysis strategy as the basis for simulating corporate strategy.The main objective of this thesis is to study the problems and challenges faced by RB in the post-epidemic era and the changing environment,how to adjust and respond to the corporate strategy in order to seize the opportunities,and to discuss the feasibility and protection measures of the strategy in the manufacturing OEM industry in order to continue the company’s profitability and help RB to create sustainable and sound development.This thesis will provide a reference for the future strategic planning of the company and the industry.