Research On The Strategy Of DL Company

The automobile industry in china,especially car industry,has been involved in the world wide automobile industry. The chinese industries related with chinese automobile industry ,such as automobile part industry and automobile chemical industry,also develop as the world wide industry. Automobile lubrication industry has been boomed with the automobile industry's rapid development and cars becoming popularly in china,and the products in this industry have stepped into family as a daily utility from a kind of industrial products.With this trend , many multinational corporations swarm into the chinese automobile lubrication market and the competition becomes more and more fiercely. Guangdong DL company,through cooperation with BASF Co.,the chemical giant in the world, bottling and distributing BASF coolant product ,becomes a leading company in china .Guangdong DL company,making fully use of the brand of BASF and the long term good cooperation relationships between BASF and many multinational auto makers,establishes a good relationship with many chinese auto manufacturers such as FVW,SVW,SGM and so on. Guangdong DL company benefits a lot from this advantageous position. With the change of the market conditions and business circumstances,DL company has to make a new decision about his strategy and future development.This dissertation tries to apply the mature strategic theories to solve the problems that the company faces in the real world.Firstly,strategic management theory such as the related concept of the strategy,the way of strategic thinking,the tool of strategic management and the theory of dynamic competitive strategy is introduced in this dissertation and constructs the foundation of the dissertation.Secondly,the macroenvironment where DL company as a lubrication company develops is discussed from the perspectives of politics,economy,society , technology and auto industry,and the industry environment which DL company lies in is also disscused from two points ,market structure and industry frame,and from which we get to know the opportunity and the threat which DL company faces.Thirdly,this dissertation gives a basic introduction of DL company ,and main business partners of DL company are analysed,and the tool of value chain and VRIO method are applied in the internal resources analysis of DL company. The strength point and the weak point of DL company are discovered in this way.Fianally,The choice of diversified businesses strategy for DL company is necessary and realistic logically through a comprehensive analysis . It is just the road for DL company,sticking to the principle of doing business with auto industry,to walk on that makes fully use of the good relationships with key clients and strengthens and consolidates the current cooperation relationships with foreign famous corporations , and that develops a further relationship with more multinational corporations and widens the business fields.This dissertation not only offers a basic theory of diversified businesses strategy for DL company's further development ,but also points out the existing problems and the direction for DL company to try to work towards while the diversified businesses strategy is implemented smoothly.