The Competition Strategy Study Of Bosch Rexroth Dalian Branch

Hydraulic technology has penetrated into many areas, and has constantly been greatly used and developed in the civilian industry, machine tools, engineering machinery, metallurgical machinery, plastics machinery, forestry machinery, automobile, shipbuilding and other industries. And it has developed into a complete automation technology, which including transmission, control and detection. Because of the huge demand in domestic hydraulic market, foreign companies invest in China. At the same time, domestic hydraulic enterprises have also got fast development, and the hydraulic industry market competition is becoming more and more fierce. Bosch Rexroth Dalian branch is facing the increasing pressure from the Northeast three provinces and Inner Mongolia market. For the past few years, the company has showed a falling tendency in sales, profits and market share. Therefore, how to consolidate and expand the market, improve market share and competitive advantage, are the main problems which the company facing with.This paper first puts forward the existing problems of the company, and then analyzes the company’s internal and external environment, including the external macro environment PEST analysis, demand analysis, industry and competitive analysis and internal environment analysis, so the company’s operating environment is clearly. And then through the SWOT analysis, it makes the advantages and disadvantages of competition and the opportunities and threats which the company facing with clearly. Based on the company’s business environment, we choose the competitive strategy and determine the strategic goal of company competition. And according to the strategic goals, from four aspects including product, price, human resources and service, we make the competitive strategy. Finally, we put forward the implementation safeguard measures for the competition strategy.