AAB Company Competitive Strategy Research

China’s market is more and more open than before after participating WTO organization. The printing, packaging and consumable electronic industry enjoy fast growth and development since then. With the trend of much closer connection with global economy and outside of the world, the die-cutting multinational company invests their more efforts on China and Asia pacific market, especially in China. AAB company as the1st manufacturer globally to bring the cutting edge harding technology to die-cutting industry in1960’s and invest their full sets of facility from Europe to China in the world. Strongly relfect their strategic choice and focus on China’s growing market. During the competition with other world famous die-cutting brands, how AAB company can focus on their selected market segment, break through their bottle neck chain and other maker’s advantages, establishing their own core competence with relative limited resources and capability is the main topic of this article.Basing on the AAB company as model of analysis, which is the world famous multinational company who has several decades production history in Die Cutting Rule business under the strong brand from his mother company. AAB company has tremendous capability in raw material R&D and well-established reputation being the leader in production technique and reliability. AAB company has wide range of sales&service network in domestic China and overseas market basing on the production base which is providing high quality die-cutting rules and wonderful package solution for customers. AAB company have established their global sales&marketing network and play a leading role in industry. During the course of competition with other competitors after further cultivating the domestic market, AAB company finds that it is hard to get bigger share in high-class products market. This artical is try to make systimatic evaluation on how AAB company can be outstanding among competitors basing on their current market share; how to reinforce their own unique brand image and value; how to provide special cusotmer experience; how to fully utilize their current limited resources to satisfy cutomer’s request with quicker response issues to have a deeper investigation. Using strategic analysis tools to evluate company’s advantages disadvantages and resources, offering proper suggestion and discussion on which kind of strategy AAB company to choose which can benifit from the strategy most.Firstly, analyzing the domestic die-cutting industry development enviroment and current status from macro perspective and find out the opportunity and threat which is facing AAB company. Secondly, analysing AAB company’s resources and capability from microcosmic perspective and point out AAB’s own competence advantages and disadvantages. Then, utilizing SWOT analysis method and getting the conclusion that if AAB company would like to expand market share, making full usage of their advantages, centralizing their own power, achieving sustainable growth. It’s more suitable to choose focus differentiation strategy. Finally, with the view of effectively conducting the selected competence strategy, AAB company should adopt some differentiated implementation in marketing innovation tactics, quality&enviromental optimization tactics, supply chain optimization tactics; competitive intelligene optimization tactics, innovation culture establishment optimization tactics, strategic training tactics etc.Applying and basing on competence strategy theory, analysing company’s internal and outside environment, competitor’s advantage and disadvantage. Select a proper strategy for company development. Hope this article can bring some reference and value in your company planning and future development.