| Yantai F company is a company engaged in computer, game machine and TV and other consumer electronic products manufacturing enterprises, products are sold to Europe and America and other developed countries. With years of development company has ODM R&D strength, and it also has strong management ability and rich resources reserves. But several international economic crisis lead to atrophy developed countries such as America and Europe consumption capacity; hot investment results China RMB increase in value externally, however, with rising prices and labor costs in the internal devaluation; near two years strategy customer’s market share decline leads to a decrease in company’s export orders; improving’ technology in the mainland make electronic manufacturing enterprises continuously face the increased competition of the electronic manufacturing industry; a series of external factors caused the corporate profits continue to decline.Facing the problems of the company, this paper attempts to apply the theory of competitive strategy, combined with the actual situation of inside and outside the company to conduct in-depth analysis of the company, puts forward some methods to solve the problem on the basis of analysis of the company. In the macro environment analysis use PEST model to analyse the political, economic, social and technological environment, and add the geographic, demographic factors on the basis of PEST analysis.In analysis of industrial environment, the paper use Porter’s five forces model to analyze the influence of industry competitiveness, they are the suppliers, buyers, existing competitors, potential entrants and substitutes. In the analysis of the internal environment the thesis focuses primarily on the resources of enterprises and management ability. Use SWOT tools to comprehensively analyse enterprise external opportunities and threats, internal advantage and disadvantage, and according to SWOT matrix analysis result paper formulate the enterprise’s competition strategy, a full range of cost leadership strategy, diversification strategy, winning speed. In order to better implement the three competition strategy, enterprise need good corporate culture, solid organization of human resources and information for implementing foundation.According to the whole article analysis we can conclude competitive strategy which can enhance Yantai F company competitiveness, the enterprise only through overall cost leadership strategy can survive in the electronic manufacturing industry of fierce competition, only through speed winning strategy can lead to enlarge market share, only through diversification can disperse the risk of enterprises and expand the business scope, so as to enhance the enterprise competitiveness. Although the paper choose Yantai F company as the research object, but the achievement can give all electronics contract manufacturer some referenced value and significance. |
