Research On Development Strategy Of Einhell Corporate

Joel. Ross and Michael. Camille once said:"Without a strategy the organization islike a ship without a rudder, going around in circles”. It’s like a tramp; it has no placeto go." The survival and development of an enterprise has a lot to do with itsstrategy., Nowadays, an enterprise will be soulless without a good businessstrategy, to say nothing that it will have promising future by attracting and building anarmy of combative warriors. Einhell Company， a company listedonthe stockexchangein Frankfurt, Germany in1987, has been a famed success with its edges incapital market, perhaps with a handful of luck in an age where DIY tools just startedto be trendy. In the1990s, as one of the first enterpries that entered China market ofits kind, enjoyed a wealth of profit propped by the low cost of production in China.However, with the progressing of the China reforming and opening up policy, coupledwith the financial tsunami and European crisis, the increase of cost and reduction ofpurchasing power poses menacing challenges to the company, making it muchdifficult to gain against a backdrop of profit shrinking industry. In this situation, whatHans Einhell calls for is a better business strategy to meet its own developmentalneeds.This article would like to, first of all, elobarate on the the notion of strategy andcorporate development strategies adopted before using PEST analysis,Porter five competitive forces model and competitor analysis theory to analyze theexternal macro-environmental factors of Einhell Company’s and against thebackdrop of following aspects of the company: financial position; product line andcompetitive position; Marketing capacity; research and development capabilities;Human Resources and organizational structure etc, With the help of SWOT analysismatrix this article tries find to identify the company’s strengths and weaknesses,opportunities and challenges that the company faces so as to work out a betterbusiness development strategy. The problem this articles tries to solve is to find T a better developmental strategy custominzed for Einhell company in order for it tobetter adapt to the rapidly changingeconomy and society., so as to improve thecompany’s profits and sales, and ultimately enable the enterprise to achievesustainable development. Under the guidance of the strategic management and on topof the historical data analysis, this article ventures to prove that the what Einhellneeds is a combined strategy for internationalization, marketing, product development,partnership and merging.