Research On The Development Strategy Of TL Tire Co.LTD

At this stage due to the slowdown in China’s economic growth,the global economy into recession,making domestic tire manufacturers in search of new markets.On the one hand,with the adjustment of the national industrial policy,China’s tire industry by the "wild growth" into an orderly period of development,industry competitiveness;on the other hand,in recent years,the international trade barriers and the deterioration of economic and trade relations between China and the United States,so that the remaining profits of Chinese tire manufacturers are ruthlessly squeezed into the strange circle of low-price competition.The domestic competition in tire industry has worsened,directly undermining the confidence and determination of Chinese tire enterprises in foreign trade,which in turn undermines the overall competitiveness of Chinese tire enterprises in the global market.In the face of increasingly competitive market,tire enterprises to obtain growth and development,in the fierce competition in the market invincible,we must fundamentally re-aware of the essence of strategic management,the formulation of practical corporate development strategy.On the basis of understanding the basic situation of TL Tire,this paper discusses its macro and micro external environment situation based on SWOT analysis and Porter’s five forces model.At the same time,this paper analyzes the internal resources and capabilities of the company from various perspectives,such as production resources and human resources.Based on the SWOT analysis matrix,this paper provides a detailed understanding of TL Tire’s current strengths and weaknesses,and discusses the opportunities and threats that the company may encounter in the future development process.Then,this paper summarizes the evolution of TL Tire’s strategy,understands the current strategic objectives and contents of the company,analyzes the problems and causes of the problems,and proposes strategic optimization solutions from three levels: overall strategy,competitive strategy and functional strategy.In general,TL Tire is in a relatively relaxed macro environment,with good economic,technological and social and cultural environmental conditions,but with high competitive market pressure.Although after a certain development accumulation,TL Tire has stronger internal conditions and resources and more obvious advantages,but there are also many disadvantages,opportunities and threats are more balanced.The company’s current strategic goals and content is not clear enough,technological innovation,branding and marketing and promotion of various aspects of the work are inadequate.In this paper,we believe that TL Tire should be bold and pioneering,and choose growth strategy as the overall strategy of the company.In terms of functional strategy,TL Tire should enrich marketing channels,strengthen brand image building,optimize production operation mode,enhance financial management capability,strictly conduct raw material procurement and product quality management,accelerate enterprise information construction,strengthen human resource management and technology R&D process,and promote the implementation of strategic objectives from all aspects.At the same time,the company should implement safeguards in several aspects,including organizational structure,corporate culture,information system,financial system,and human resources.The research of this paper can enrich the research data of development strategy of Chinese tire enterprises,help TL Tire to understand more clearly the problems of its own strategic goal setting and development strategic planning,and to a certain extent help TL Tire to enhance its core competitiveness to achieve sustainable development,meanwhile,the research of this paper on TL Tire can also provide realistic strategic planning for the development of other tire manufacturing enterprises in domestic automobile industry.Meanwhile,the study of TL Tire can also provide a realistic basis for the development of strategic planning of other tire enterprises in the domestic automotive industry.