| SL group is a composed of six subsidiaries national solar water heater manufacturers.Its business covers solar water heater, water purification machines, air purifier, ground source heat pump, etc., the main business is solar water heater.Its business covers the country. SL Group has 1037 employees. Its total asset is ten million yuan. At present, the solar energy water heater market has entered the phase of the transition from growth to maturity after nearly a decade of rapid development, the solar energy water heater manufacturers are facing severe challenges.SL group encounter development bottlenecks with the business of solar water heater:slow development of the target market and the lack of core competitiveness are the main problems. In order to help the enterprise out of the dilemma, we combed the enterprise’s external environment and internal resources of the enterprise.The external opportunities SL Group faces include the following factors:national policy guidance, support and financial subsidies; People’s increasingly attention to environmental protection, customer consumption idea to upgrade, differentiated demand growth; The structure adjustment of the industry and the industry development which is becoming more and more specifications; The industry which is no monopoly form core products and services innovation ability of industry still has a lot of space; Large outbreaks of centralized purchasing market; On the other hand, the threats are as follows: the substitutes of solar water heater such as gas water heater, electric water heater are mature products; Home appliances to the countryside policies under market sales overdraft is serious, the rural market almost saturated; The international market development is slow, lack of new growth points; Industry is in turmoil.There are many uncertainty factors; The product quality and service need to improve; Industry in several strong competitors, and all kinds of resources toward them closer. The advantage of the enterprise are as the follows:a good enterprise culture background, common values; The six major production base;The completion of the industrial layout; Relatively stable solid foundation of human resources; Good regional brand awareness; Powerful after-sales service platform; The perfect marketing network; And the internal disadvantages are as the follows:lack of innovation; Competitive product development not mature product sequence; Weak financial control ability; The organizational structure lag; The management level lag behind.Conclusion was made after analysis and appraisal above mentioned through the QSPM matrix analysis. SL group should adopt centralized competitive strategy in the solar energy water heater market, according to the advantages and disadvantages of the existing enterprise internal resources integration, supplement and improve, for school, hotel, real estate developers, enterprise and government, centralized purchasing customers, provide more valuable than competitors products and services. SL group should meet the requirements of customers with the high performance and high quality products and distinguish it from competitors to get excess profits. And in order to ensure the effective of the implementation strategy SL group need to develop a series of safeguard measures, this article from the level of organizational structure, human resources, management, marketing strategy, production research and development aspects of specific expounds how to develop the safeguard measures, make the implementation of the strategy of enterprise and the current internal and external environment of enterprises, enterprise goal coordinated consistent, make enterprise strategy is able to realize.Main innovation point of this article is under the new situation of SL group solar energy water heater market. So as to get the most suitable for the development of the enterprise competition strategy. |
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