Research On Competitive Strategy Of GE Security In China

GE Security Ltd. enters China market in August of 2003. From then on, GE Security sets up branch offices, recruits the employees, constructs the sales channels, constitutes the price policy, combines the product lines and so on. GE Security makes exciting progress with 180% growth of sales in 2005 to 2004, and with 120% in 2006 to 2005. But it's so far away from the competitive strategic goal made by GE Security in 2003: To be the leader in China security market by 13% market share in 5 years. This thesis focuses on how to achieve this challenge.Firstly this thesis dissertates the core concept and the new evolvement of the competitive strategy theory, then analyses the five competitive forces what GE Security faces under the current status and developing trend of China security market to describe GE Security's competitive environment, then analyses the organization structure, human resource, products, technology, marketing and other factors to describe GE Security's resource and capability, then spends more time to study and select the competitive strategy of GE Security. As the result, this thesis points out that GE Security should select the multiplex competitive strategy to beat competitors and win the ascendancy that is channel building strategy, technology leading strategy, mergers and acquisition strategy and products conforming strategy. At last, points out the culture, organization, human resource and technology of GE can support GE Security to implement the competitive strategy.This thesis uses modern competitive strategy theory and analysis method to study the topic, tries to ensure the research result scientific and true.Because China security market is a new growing market, there is infrequent research on the competitive strategy; this thesis is useful not only to GE Security but also to other security company, especially to international security company. This thesis has the creative value.To complete the GE Security's strategy goal, to be the market leader in 5 years, GE Security kicks off "Work out together" event in 2006, the author takes part in this event, all viewpoints in this thesis is his contribution to GE Security. From this sight, this thesis has the actual value.Due to the neonatal and the fast growing of the China security market, there is some limitation in this thesis; it needs to study unceasingly in the future.