Research On The Mid-term Strategy Of Panasonic Storage Battery (Shenyang) Co. Ltd.,

Panasonic Storage Battery (Shenyang) Co. Ltd., (PSBS) is one of the core subsidiaries of Matsushita Corporation in China and the only manufacturer of medium-sized and small-sized valve regulated lead acid battery within Matsushita Group. Being influenced by parent company's global strategy, PSBS applied completely Matsushita-styled managing model in Japan, which couldn't make full use of the advantages of both sides. Subsequently, despite soaring need of lead acid battery in Chinese market, the market share of PSBS has not been increased and even begins to shrink. With the growing importance of China in global market, Matsushita Corporation has realized this problem and endeavors to uplift her Chinese business. To ensure the implementation of parent company's new China strategy, PSBS has the task of relevant adjustment in strategy. So, her adjustment is critical not only for the existence and development of herself but also for her parent company's new China strategy.This thesis consists of seven chapters. The main content of each chapter is listed as follows:Part One introduces the research background, research significance, research content, research method and the innovation of the thesis. In accordance with the change of the strategy of Matsushita Corporation for Chinese market and PSBS's history, Part Two discusses her challenge for the strategic adjustment. Part Three and Part Four analyze PSBS's external environment and competition within the industry and her internal situations by dint of PEST model, five-force model and Boston model. On the basis of the analysis of her strength and weakness by SWOT model, Part Five points out PSBS's opportunities and challenges at present phrase, brings forward the development orientation, then defines the low-cost expansion as her mid-term strategy. Part Six introduces a feasible program to implement this strategy based on such aspects as structure of organization, human resource and enterprise culture. Valuable suggestion for the solution of PSBS's problems and the implementation of her strategy are also involved. Part Seven introduces the conclusion and deficiency of the research.After analyzing PSBS's external and internal environment rationally, this thesis works out her developing strategy and the projects of its implementation by means of the combination of business administration theory and the operation of PSBS, which will not only be helpful to solve her problems but also offer referential conclusion about the competitions of the enterprises involved in the industry. And it will also be beneficial for the managing integration of the multinational corporations at home and abroad as to their reference at the same time.