Strategic Analysis And Choice For SCJC Enterprise

With the rapid development of the national economy, increasing proportion of urbanization, acceleration of high-speed rail, nuclear energy and transportation construction and the increase of large high projects, market prospects of tower crane manufacturing industry in China are promising in the long term. Great changes have taken place in this industry due to the attraction of hot market in recent years. In recent years, new capital and technology are constantly poured into this industry and currently there are up to300tower crane manufacturing enterprises in China. Giant enterprises in the leading industry are gradually born, which lead the development trend of the industry technology and operation mode. Their growth makes concentration ratio of industry change from28%in former years to45%or so in2010. Although competition situation is ceaseless intensified, there are numerous potential entrants, such as mergers and acquisitions between enterprises from internal and external industry, increasingly frequent capital opearation and rapid rise of excellent domestic enterprises and brands. With the growing merger and reorganization between global construction machinery manufacturers, these manufactures no longer satisfy the integration mode that the large companies merge small companies. At present, the same industry overseas has developed to joint cooperation between big companies, and to lead the market jointly through strategic cooperation. Especially in recent years, because of the continued blowout of global construction machinery market, the global tower crane manufacturing industry has a rare widespread boom, as a result of which, profit and average sales growth exceed35%every year. Meanwhile, after the rapid development of tower crane industry in China in recent years, sales record hit new high. With the rising status of China crane industry in global market and the competition of globalization in this being more and more intense it is estimated that a new round upsurge of mergers and acquisitions is sure to industry set off. This quiet great industry revolution makes every enterprise in value chain of industry must think seriouly on how to adapt to emerging opportunities and challenges of the market through their strategies.The case enterprise studied in this thesis is located in a certain provincial capital city, southwest of China and it is called SCJC enterprise. SCJC is a third subsidiary company of a certain provincial construction engineering group, whose asset structure is a wholly-owned subsidiary of state-owned enterprises. As a small and medium-sized enterprise in this industry chain。SCJC, in the process of industry integration, how the leaders of it can find out a path suitable for its development according to its own real situation and facing with opportunities and challenges, and make it survive and develop in the current round of industry consolidation through a right strategic choice are very imporlat Therefore, based on analysis on macroeconomics and industry environment and internal environment of SCJC, the author puts forward his own views and suggestions on how to cope with new changes, to make strategic decisions and to clear strategic direction by applying to related theories and methods of strategic management and by means of case analysis.This thesis consists of6chapters and their separate contents are presented as follows. Chapter1is the introduction part mainly on backgrounds, significance and purpose, thought and content framework of this thesis. Chapter2is about relevant summaries of strategic management theories. Chapter3is on internal environmental analyses of SCJC. Chapter4refers to the development status and trend analyses of tower crane in China in2010. Chapter5is on strategic goal and strategic choices of SCJC, and chapter6focuses on implementation and security of the strategies for SCJC.In the future market competition, SCJC enterprise should improve and strengthen the enforcement of its overall strategies continuously, aim at the pole and leading enterprises in tower crane manufacturing industry all the time, face positively opportunities and challenges by the market, upgrade advantage and make up for the gap in the internal factors unceasingly, and indentify stage targets reasonably. And the ultimate goal to enable SCJC to become the domestic first-class and regional leader is bound to be achieved in the near futue.