Study On Development Strategy Of Bbzk Heavy-Duty Truck Co.,Ltd

In the increasingly competitive market, BBZK Heavy-Duty Truck Co., Ltd.(herein after as BBZK Company) confronts not only many opportunities, but also lots of challenges. In order to enable BBZK Company to exert its advantages to overcome disadvantages, to seize the opportunity to avoid the threat and promote rapid, healthy and stable development of the company, so it is especially important to how to formulate suitable development strategies for BBZK Company. Guided by strategic management theory, this paper used a variety of strategic analysis methods to detailed study development strategies of the BBZK Company.This paper analyzed first the existing products of BBZK Company from two aspects of product categories and the market areas. The analysis indicated that the distinct characteristics of its product and market of regional are relatively strength. However it also presented the disadvantages of a irrational product structure and few categories of vehicle type. Second, the PEST method and Five Force Model were adopted to analyze and assess the macro environment and industry environment. The results showed that BBZK Company was provided with these advantages and opportunities of strong assets, national coverage of the industrial layout and increased user’s demands of rural and mining areas etc.. But it is still confronted with disadvantages and threats coming from product structure can not match the primary market, the second decline in the international economy and lacking the bargaining power to supplier of the core components etc.. And thirdly, making use of the Value Chain Model to analyze internal resources and own ability of BBZK Company, the result illuminated that the company is rich in resources and has the obvious advantage of the brand, and however, it also existed the problem of low profitability and low efficiency of business operations.Based on the above analysis, it is evident that the current situation of the company are the opportunity more than threat and advantages outweigh the disadvantages, so the BBZK Company should choose development strategies for growth. The specific strategic program is divided into the following three kinds: technological innovation and product structure adjustment strategy, market expansion and brand building strategy, optimize the supply chain structure strategy. On the basis, to determine strategic objectives of the company, and then came out with the idea of the implementation of the development strategy.Finally, in order to ensure the smooth implementation of the development strategy of the company and ultimately to achieve the strategic objectives, the company should do five safeguards:1. accelerate human resource structure adjustment,2. strengthen basic management of the company,3. enhance product quality management,4. comprehensively push forward the construction of information technology,5. to advancing the capital cooperation and joint venture.It is expected that BBZK Company’s development strategy can provide guidance on the future development of the BBZK Company, and enhance its overall competitiveness.