Research On Competitive Strategy Of L Company In China Market

With the rapid development of China's economy, the China gear motor market has enjoyed fast growth in recent years. However, L Company, once a market leader since its entry into China ten years ago, has become a follower due to improper management. It is high time that L Company should analyze the current situation, adjust its competitive strategy and foster its own core competitiveness.The thesis carries out the research in the above background.The thesis consists of six chapters.First Chapter is a brief introduction to L Company and the gear motor industry. Second Chapter applies PEST and Five-force models to thoroughly scan the external business environment of L Company and the industry structure, and then summarizes the opportunities and the threats. Third Chapter analyzes the internal factors and summarizes the strengths and the weaknesses of L Company. Fourth Chapter decides the competitive strategy of L Company by using SWOT, QSPM and other strategic analysis tools. Fifth Chapter is on the implementation of the strategy with its focus resting on the organizational structure, marketing channels, improvement of management systems. Last Chapter summarizes the entire thesis and puts forth the author's opinion about the current situation and the future development of China's manufacturing industry.