| Jilin Huawei Die Co.,Ltd was established on January 4, 2003 and it is now one of the strongest enterprises specializing in vehicles die in China, and leads a leading position in auto industry. The survival and development of JHD is now challenged by the competition from the local and abroad auto corporations. So to research the business strategies are critical tasks for JHD.The Business Strategies Theory includes: research and analysis the meaning of Business strategies, SWOT analytical method, PORTER Module, Business management capability analysis, etc.Opportunities that JHD faced: Bottleneck restriction of auto has been brought to the national top management's high attention, it is rather a fine macro-environment for the development of railway passenger vehicles manufactory; The national industrial policy supports the industry of auto and urban mass transit development; The market has the requirements of railway passenger vehicle and this requirements trend to be increasing; taking it into account that the cost and obstacles for ToT is being less, and the Ministry of Railway has nominated JHD to be one of the major local manufacturers for the ToT from abroad, it means that JHD has grasped the opportunity to meet the international advanced technical level; the experiences of urban mass transit and advantages of aluminum- alloy carbody and stainless steel carbody manufacturing establish a solid base to make JHD the leading position in local market, and also JHD is getting more experiences in technical and international environment and ready to enlarge products export to the Third World Country.Threats that JHD confronted: JHD cannot avoid market shares and prices competition from the same industry, especially the high-speed and high-grade railway passenger vehicle market, Sifang Company is our major competitor; Other new approved local railway passenger vehicle production bases have their potential advantages, they can not only absorb the industry experiences, but also import foreign mature techniques under the support of national industrial policy. Those companies have the characteristics of high-tech and high development speed, and they are the major threaten to our 80% market shares of urban mass transit; those world class companies can enter China market by means of joint venture, cooperation and transfer of techniques, and it will impact JHD's business. The intense competition will decrease the profit-making capability of JHD, the situation drives JHD to improve the management.The major strengths of JHD are: Having good market foreground with a well designed product structure; Having high mass product manufacturing capability, leading market shares, good reputation; Having comparatively high product development capability, having a good system to digest the advanced railway and urban mass transit passenger vehicle techniques, etc. JHD has a better financial status, good reputation, and good financing channel, list the company not only can resolve the financing problem, but also provide the company a large room for development, and impulse the company to integrate with the world market; As a leading company, JHD has the capability of gathering small enterprises working for her, it results in the high resources integration capability;JHD has a stable bases of management; and the established modern enterprise system provide an opportunity and ensure the company to improve its management level; JHD has a well-managed human resource system, as well as fine equipped plant, it allow JHD can product different types of railway vehicles.;JHD has good company culture, and the employees have good learning capability and good competition spirit; the core competition of JHD is represented by three aspects of technology, product and market.The major weaknesses of JHD are: Compared with the world-advanced techniques, our design capability has much room to be improved, it cannot meet the safety, advanced and mature requirements. Shortage of experts that master world class know-hows, and in marketing area there are still some concepts and actions that do not adapt to the Market Economics, like thinking too much of producer's market so that pay less attention on marketing with dated marketing concept and means; Although the new established modern enterprise system operates efficiently, the extensive management problems leaved from planned economy still not be resolved; Till now the company is not listed; lack of experts of international marketing operation and modern management theory; and having no capability to export product to medium advanced country; The export product cannot go to the international customer directly, it still need an agent to help.The concept of strategy is: To improve the railway transport capability is our major task, follow in the wake of times, provide high quality railway vehicles and service to meet the needs of society, and contribute to the cause of railway transport; Strive to introduce the world-advanced railway vehicle techniques, develop and build safety, comfortable, high speed, environment protection, and economical products, research, absorb and communicate advanced design and manufacture concept to lead the domestic railway vehicle industry; Always insist the advanced core techniques to increase the competition capability of our product, maintain the current and achieve more market shares, enlarge the export to the Third World country, and try to go into the Medium Advanced country market; Try our best to make more profits to return our stockholder, government, employees, partner, and society, to establish a harmonious relationship with every aspect and build a favorable company image; Focus on the major business, training to increase the company innovation capability, people foremost, and concentrate our energy to achieve the big step development; To establish a first class domestically and world known modern company, to make JHD to be the sixth railway vehicle production base in the world, and to provide the stage for those who devote to the cause of railway vehicle to achieve his values.Strategy objectives system and its target values: The strategy objectives system comprises of product development and manufacture techniques, manufacture capability, sales revenue, market shares, financing, production efficiency, product quality, human resource, organization management, company objectives, stockholder interest, social responsibility, etc. every objective has its own target value and due date.Clew to achieve the strategy objectives: Continue to concentrate most energy to strengthen the company core competition, and focus on the techniques, major business, and marketing. That is to say: Import foreign techniques, strengthen the core business; Separate the assistant business, strengthen the main business; consolidate the local market, develop the global market.JHD try to lead cost strategy in the carbon railway passenger vehicle field, diversity strategy in urban mass transit vehicle field, concentration strategy in high-speed passenger vehicle field.Actions to ensure the realization of strategies: Perfect the company corporation structure and reform the production and management system; Enhance the construction of human resource to provide the capable staff to fulfill the objectives; establish new marketing operation theory to make JHD a famous trademark in the world; Enhance the basic work of the company to improve the functional management efficiency; enhance the political ideological education and construct company culture and mobilize people to pull its weight. |
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