Research On Competitive Strategy Of ATL Company Medical Cable Business

Since 2014,China has released around 18 policies to encourage the localization of medical devices.With the friendly policies,hopefully China’s medical device market will expand fast in the next 10 years.It will be a great opportunity to both medical device and component manufacturer.This paper takes the Medical Cable Division of ATL Company as the research object.Try to find the best competitive strategy with strategic analysis,strategic selection,and strategic implementation process.In chapter 1,the background of the research was introduced,and answered why and what the research for.and the content and the research are briefly described.method.In the analysis of the external environment in the next chapter,the PEST model is used to analyze the macro environment,and then the Porter’s five forces model is used to analyze the medical device market and the cable industry.It is found that China’s overall macro environment is stable,although challenging but in long-term the upward trend remains unchanged;the medical device industry will continue to grow in the next 10 years under the positive impact of favorable policies.The cable industry has aggressive competition in the traditional field,but the medical field still has opportunities and is in the upward development stage with big room to grow.The third chapter analyzes the company’s internal environment,introduces the profile of ATL and its medical cable business,and analyzes the company’s internal resources and capabilities,and summarize the core competencies.In chapter 4,based on the previous analysis,the SWOT tool is used to analyze and find out SO is the most suitable strategy for ATL medical cable business,and then define the vision of the business unit,and chooses the competitive strategy.The conclusion is that ATL Medical Wire should choose Differentiation Leadership Strategy.Finally,in Chapter 5,specific action plans and suggestions are given to ensure that the strategy can be implemented smoothly.This study not only helps ATL to find a suitable competitive strategy for its medical cable business,but also provides reference for its peers and similar enterprises.