Strategy Study Of Cnr Diesel Engine Co. Ltd.

Since middle and late period of20century, further Economic Globalization has swept all over the real world. As a certain situation, no one can escape from it, that everyone is fall into this globalization, even for a company or a contrary. It might be an inevitable period of the society development, but for China, it is a certain subject that needed to be dealing with carefully during Chinese Reforming and Opening. One of the questions is how Chinese enterprises to improve their core competitive power and achieve development by strategic managing, facing a changing market environment, after a continuous sharp economic increasing?Now a day, it has been validated by many real samples, to all enterprises that entirely fallen into the Globalization, any neglect or mistake on the strategy studying, will lead to a big trouble, even operation failure. So in this period, strategic managing is not only a request of company development, but also more vital challenges and pressure from the market. For this case, enterprises have to undertake strategy studying, modify their exist strategy policies, assign recourses accordingly base on the changing environment, and innovate their business model, to gain particular preponderance, which would progress company developing, and achieve their target in the futureThe object company, CNR Diesel Engine co. ltd. was established in2010, from its parents company Dalian Locomotives and Rolling stocks co. ltd. It is the only base of CNR group ltd. that operating on engine design, manufacturing, sales and service. It is expected to become a major industry of the CNR Group. Therefore, the purpose of this paper is to find out suitable strategy policies in the very beginning period of company operating, according to the basic strategy management theories.On a general reviewing of the existed strategy management theories, in this paper, we have generally investigated the outer circumstance (PEST) of the company, and current situation of the engine industry and its future, in which the object company is operating, to find out the environmental opportunities and threats. It is considered that the world economic is currently in a very beginning period of a new Codrulieff’s circle, while, the atmosphere of world economic and politics has been observably impacted by the economic Globalization. Enterprises have to endure an increase pressure, and complicated competing therefore. It is affirmed that Chinese engine industry is growing determinately unless any magnitude innovation has been exploded in near future. The company’s inner operation has also been reviewed. Though it has a good basis on product development, however, the company’s not prepared for their system packaging technology and HR, and support of MIS is still less. So, when company decided to extend their operating area, they will have to meeting more challenge, trade or technical barriers from abroad and in-house.To achieve the company’s target, in this paper, a SWOT matrix model has been used to match its strengths and weaknesses, environmental opportunities and threats, to find out a suitable strategy policy package. That is the company will make all its effort to extend their local and international market, with a competitive strategy, all commercial and policy support from its parent company and government; build up its own PLM/ERP system immediately, to support company operation; develop its core competitive power, optimize its whole value chain by Lean Production, quality improving etc. to gain the diversified competition, and achieve a preponderant market position.