Research On The Development Strategy Of Mining Machinery Company Of Northern Heavy Industries Group Co. Ltd

Northern Heavy Industries Group Co. Ltd (hereinafter referred to as NHI Group) is as a solely state owned enterprise established in2006after a merger of SHMG (Shenyang Heavy Machinery Group) and SMMG (Shenyang Mining Machinery Group). In2009,NHI Group was listed among Top500Chinese Enterprises.The major products include tunnel boring equipments,metallurgy equipments,mining equipments,coal machineries,power equipments,building material equipments,port equipments and environment protection equipments.With the qualifications to undertake export and import business and international EPC projects,the products have been sold to more than80countries and regions around the world.Mining Machinery Company is a subsidiary of NHI Group,Mainly for mine,metallurgy,cement,magnetic materials such as the four major industries to provide major equipment and complete sets of technology,with the abilities of R&D,design,manufacture and service.Nowadays,because of the weak economic recovery of the world,and the increasing risk of economical operation of China,Mining Machinery Company is faced with huge challenge and rigorous tests.It’s quite necessary for Mining Machinery Company to formulate a complete,clear and perfect development strategy in order to deal with the current difficulties and challenges,as well as to realize the rapid and sustainable development of the company.In this paper, strategic management theories are briefly introduced.According to the theories,we analyse the internal and external environment of Mining Machinery Company,and then formulate strategy for the development of the company in the future. This paper analyses the macro environment of Mining Machinery Company by using PEST Model and the competition in the industry of mine machinery by using the Five-force Model.In the internal environment,we analyse the resources and abilities of Mining Machinery Company.According to the strength,weakness,opportunity and threat of the company,this paper reaches the next specific approach for the development of the company by using the SWOT Analysis.Based on the analysis above,this paper proposes the mission and strategic objectives of Mining Machinery Company. This paper argues that the overall strategy of Mining Machinery Company is growth-type strategy.The company is supposed to focus on the brand,product,differentiation and human resource strategy.Finally,this paper puts forward the corresponding strategy measures in order to keep the high speed of the growth of Mining Machinery Company.