Competitive Strategy. Mann + Hummel Company Under The New Situation

The China opening and reforming policy creates a lot of business opportunities, this attracted a lot of foreign capital to invest in China, the German company I am serving---MANN+HUMMEL Filter Trading (Shanghai) Co., Ltd (hereafter MHCN) is one of them. This article focuses on the company development in China, describes MHCN's development in compressed air industry since its foundation in China in 1996 and also strategic thinking about future in China.Compressed air has become one of the basic power supply to modern industry like electricity, MANN+HUMMEL is supplying core parts to it (Remark 1). Since MHCN was found in China in 1996, Company has experienced the period of dominating the market until facing serious price competition in recent years, the main topic of this article is discussing how did MHCN succeed in fast growing in such tough market competition.Company needs to have correct competition strategy and suitable marketing combination in order to maintain continuous development. The key is how to meet the fasting changing and very diverse customer requirements and handle more price competition at the same time, with the theory of competition strength and Marketing combination I learnt in EMBA course, I analyzed MHCN's real business situation and concludes in right competition strategy and suitable marketing combination.I hope, I can summarize and practice what I leant in FuDan EMBA course through the writing of this article, and have a useful thinking about MHCN's competition strategy and marketing combination.