Study On Competitive Strategy Of The Products Of Julong Steal Tube Limited Company

Julong steal tube limited corp.is a joint venture company which was established in April 2000.It made great achievement and accomplished the first domestic brand in the submerged arc welded tube trade of the heavy-calibre in recent two years after the company put into operation. However, with the enlargement of market demand and a good prospect of profit, more and more enterprises joined in this field. The competition became fierce. In order to gain the market advantage, it is essential to improve the strategic management level of the company. Still, the most important component of the strategy is the products competitive strategy. So products competitive strategy in "Julong Company" seems very much essential to research and analyze. Moreover, there are a lot of joint ventures that are similar to "Julong Company". So this research can also be valuable to them.At the beginning of this paper I analyze the macroscopical environment and competition of the company via PEST analytic approach Potter's five forces model and external factor evaluation matrix; Then the value chain theory and inside factor evaluation matrix and used toanalyze the inside environment. On the basis of the above result of study, the competitive strategy of the products of "Julong Company" has been confirmed by using quantitative program evaluation matrix. Finally combined with its actual conditions, I put forward a feasible scheme and offer some advise to managerial personnel.