Research On Business Model Improvement Of Altra Company In China

↓With the further development of China economic, petroleum and natural gas has become a focus of strategic competition. The development and competition of petroleum and natural gas provide unlimited business opportunities for enterprises, and confront the enterprises with intense challenges as well. Engaging in Oil drilling facilities, US Altra company is in an urgent need for reviewing its strategic position and business development direction, and finally have the cooperation develop in a healthy way.Based on the reality of the enterprise, this thesis provides entire and objective analyses on the macro, micro and interior environments. It aims to find the most suitable strategies for the cooperation's development to increase the competitive strength.This thesis, with systemic reviews on strategic management theory, gives an entire and systemic research on the exterior environment and interior resources by following macro and micro qualitative and quantitative analyses. First, PEST analytical method and Baud's five competitive power models, key industrial success and EFE Matrix are used to analyze and estimate the macro environment. It states, with the industrial attraction and the global markets intended, US Altra faces intense competition and potential competitions both abroad and China. Second, by using IFE Matrix, the thesis states that US Altra has the advantage of the technology, together with the disadvantages of the insufficient localization and old equipment. Then, by integrating exterior and interior environment factors, it raises the optional corresponding marketing strategies. At the end of the thesis, to insure the marketing strategies, the business model for program marketing team proposal is put forward with its supporting system.