Shanghai Sw Universal "hidden Champions" Road Strategy

Small and medium sized company, with huge vigor, is becoming an important element of Chinese economy in front of the unexpected development opportunity. In modern management theory, almost all strategy tools or models are based on some big or transnational firms' history. For such huge companies, there are complete organization structure, mature operations, and other good management mechanism, so they can adjust their strategy according to the business environment. But for the small and medium sized companies, which are in their initial stage with lots of uncertainty, it is significant to make specific strategy for them.Shanghai SW co., ltd, 3 and half years old, for its right positioning, right choice of the refrigerator door seal market, and for its advanced technique,Effective management, other advantages, SW co., became the main supplier of Hitachi, and Mitsubishi Electric, earned a good reputation. But the co., also meet some problems or difficulties, the more fierce market, in order to raise the morale of the employees, SW needs to make a new strategic objective. The co., planed to grasp 30% market share in 10 years' efforts, to be a hidden champion in door seal market in the world in 30 years with more than 50% market share in China.Hidden Champion means a lot, especially to the small and medium sized enterprises. The author hope to provide some lessons for the small and medium sized enterprises and encourage the enterprises owners became a hidden champion.