Zongshen Industry Group Development Strategy

To confront with fierce competition and challenge, the motorcycle enterprises should make a complete analysis of the industry competition status, its advantages and disadvantages, and based on it, formulate their development strategy in a scientific way. It is a necessary choice for such enterprise to seek for its long-term sustainable development. During its strategy-making process, a motorcycle enterprise should pay great attention to the specific applicability of a strategy, while at choice of a strategy ,an enterprise should consider situations at different levels to decide its strategy content which will meet the future development need of the motorcycle enterprise; when implementing a strategy, relative factors supporting enterprise strategy management should be set up, and strategy management implemented on the basis of subjective wishes and inference should be avoided to ensure the effective strategy implementation.The study on the development strategy of motorcycle is taken as a main clue by this thesis, which takes the case of Zongshen Industrial Group as an example, and the following few parts are illustrated and discussed in it. The first part mainly introduces the development situation of motorcycle industry in China and the world, as well as the development situation of Chongqing motorcycle industry—a major domestic part of motorcycle manufacturing, and discusses the industrial environment of motorcycle manufacturing. All these statements provide background material for the study on the development strategy of Zongshen Industrial Group. The second part focuses on an analysis of external environment and internal situation in which Zongshen Industrial Group exists at present, it explicitly indicates Zongshen's opportunities and threats from external environment and its internal advantages and disadvantages. After analyzing and evaluating its internal abilities, Zongshen's competitive status in motorcycle industry is described and its core competence is discovered. Based on the analysis of the second part, the third part discusses the company strategy orientation and competitive strategy choice Zongshen may take at present. After making sure of Zongshen's current strategy orientation, the fourth part proposes policies and measures Zongshen should take to guarantee its strategy implementation.Chongqing is one of the three major ingredients in motorcycle industry , while Zongshen Industrial Group is an outstanding representative among newly-emerged non-state-owned motorcycle enterprises in China. The significance of this study thesis is to provide reference and learning in terms of reasonable implementation of development strategy for motorcycle enterprises.