A Study Of Strategy For Oncologic Equipments Business Of Kangming Company

The study based on strategy management theory and relative application methods,combined with current analysis of situation of Kangmin company, used multiplestrategic analysis tools with quantified methods to study external and internalenvironment, carry out the development strategy for Kangmin company.The study firstly applied PEST analysis methods, and Michael Porter’s FiveForces Model for the external development environment and competition environmentof medical equipment industry of cancer treatment. The study found out that with theimpact by aging populations, bad native environment, the morbidity of cancer will becontinually increased, more patients need to get therapy, heavy oncologic therapyequipment market will be grew. With the supports of China’s government, thecompany in China will be more focused. And the medical insurance policy, patient’spayment capability will be released, also the technology are sufficient to support thegrowth of local company. Secondly, applied IFE matrix with collected informationfrom executive team and employees, assessed the internal assets, managing structure,financial situation, internal advantage, and core competitiveness, found that thecompany owns the qualified plant, necessary core patents, and production capability,but with weak managing team, only one product line, concluded that the resourceallow the company to grow with the appropriate development strategy. Thirdly,collected information from industrial experts, customers, and executive members,compared with competitors, evaluated the competition capability of Kangmincompany. Applied SWOT method to carry out the competitiveness, and developmentstrategy, that rely on the internal advantage to capture external opportunity, throughproduct positioning, technic improvement, go through product differentiation andfinally building-up procedure to ensure the strategy are executed correctly.This study is expected to help Kangmin company to develop its cancer treatmentequipment business globally, and also expected to help the China’s heavy medicalequipment industrial companies which are involving in the integration of the worldeconomy, encourage the managing people attach importance to business strategymanagement and planning, guide them to look at the global competition from correctstrategy positioning and competition, improve the ability to capture the opportunityvia improving the decision making and strategy adjustment.