Research On The Competitive Strategy Of Mansfield Auto Components Company

In past ten years, the Chinese automotive market have gone through “blowout” growth,the annual average growth rate of production and consuming reaches to26%, which equals totriple of GDP. In the year of2011, the growth speed was slowdown, with continuouslyincreasing of GDP and disposable income, the Chinese automotive market will grow fairlyrapidly, the automotive industry lies in the channel of sustainable and rapid developmentbefore the year of2020, the growth rate equals to1.5times of GDP. Singapore ExchangeMainboard-listed, Mansfield Manufacturing Company Limited ("MSF"), a precision metalauto components manufacturer, the products of MSF main cover the region of Perl RiverDelta, how to seize the opportunities of auto development, and expand the marketing share inautomotive field, win the competition actively in the future, are problems which the domesticauto parts manufactory face on and think about.The strategy study was originated from US in the1950s and was again and againdeveloped and innovated while the company strategy study was started quite late in China．Itgenerally has a long distance with the western countries with developed market economy．Sothere are many cases that the wrong strategy leads to the company bankruptcy．Therefore, theChinese auto parts enterprises must choose their own correct development strategy. Thisthesis takes the Mansfiled Auto Parts Co．Ltd.(hereafter abbreviated as Mansfield)as the mainstudy object and purpose．This thesis is divided into five chapters totally. Firstly there analyze to the researchbackground and the research meaning of this thesis, in the meantime introduce thedevelopment process of the corporate strategic theories, industry cluster theories and theknowledge of auto parts development. Then use the PEST method, the “porter five forces”model and the rival analysis method to analyze and evaluate Mansfield exterior environment,and find out the exterior opportunities and threats that Mansfield face on. Subsequently findout the advantages and the weakness of Mansfield through analysis of Mansfield’s source,capacity and core competency. Then use SWOT analysis matrix to study corporate strategychoice of Mansfield, subsequently, research automotive industry cluster to support thecorporate strategy. Then some suggestion is put forward to adapt for the competitive strategy.In the process of competitive strategy making, collected numerous datum of automotiveindustry, used various tooling and model, such as: the exterior environment analysis mode，the evaluation system for company competitiveness，IE matrix(including IFE，EFE matrix), and the quantity strategy evaluation matrix(QSPM)．It is hoped mat this thesis will be areference for other auto parts company as well．...