The Research About Competition Strategy Of SLD

From this century, the competition of Water Heating industry become more intension, and the competitive method also become more variously. SDL company to be one of the local Water Heating company, after do some testing in the market through OEM, then decided to setting the factory, but because not do well analysis for variance of the marketing, and also because the problem of internal management, so the influence of the brand is reduced, and also loss money every year. Although then through OEM for other brand to get the orders, but own sales is not improved, after that, the top management insisted to go according this way, use OEM to support SDL sales, but after several years, they found no improvement, but some new problems happened, why? On this article said that SDL should have long term strategy, and based on the current market situation, to adjust the decision of strategy target, management strategy, organization structure, and HR strategy, to adapt to the changeable of market.Applying the strategy management theories and methods, based on the real outside market situation and company internal situation, combine the specification and advantages of SDL, through PEST and FIVE POWER method, to analysis Water Heating industry and internal/outside situation of SDL, by methods of SPACE matrix, SWOT matrix and QSPM matrix, got the appropriate development strategy for SDL company. The strategy is, under the current market situation, if want to well use the own advantage, to keep be the role on the market, should use technical development and multi-products strategy. And through make right team to face the market compete, investment on develop of high level products, to enlarge the quantity of products, cover more requirement of market and customers, to support high technical brand, and solve the threat of competitors.The article consists of five chapters. Chapter one makes brief introduction and tell the necessary about analysis, also introduce the analysis method. Chapter two is introduce the situation of SDL company, focus on history and current situation, sourcing and ability of SDL. Chapter three is to introduce the situation of Water Heating industry, outside marketing situation. Chapter four is an analysis of SWOT and SPACE for SDL company, several strategy programs for the company and makes the selection. Chapter five explain the key points on strategy implementation. Finally the is the summary.