Research On Competitive Strategy Of MingXin Metal Material Co., Ltd

MingXin Metal Materials Trade Co., LTD. is an enterprise of metal materials circulation industry. As a start-up small business, the company, using7years development, has become the influential metal materials trade enterprise in Guangdong region. But in an increasingly homogeneous industry competition, MingXin Metal is facing business growth bottleneck, which is urgent need to develop new competitive strategy, coping with the increasingly fierce competition and change.This study first review and sum of typical competitive strategy theory, which lays a theoretical bases for competitive strategy of developing MingXin metal materials. Second, this study analyzes the internal and external development environment of MingXin Metal. In the external environment analysis, this study discusses the three levels of external environment of MingXin Metal, which are macro environment, industry environment, and competition environment. In the internal environment analysis, this study discusses from the different angels, including the strategic management, business model, customers and their needs, financial status, organization structure, and human resource management situation. Third, based on the analysis of the external and internal environment, this study summarizes the MingXin Metal’s external opportunities, threats, internal advantages and disadvantages, and puts forward the company’s strategic positioning, basic competitive strategy, business model, and the main strategic objectives using the SWOT analysis tool. Finally, in order to ensure MingXin Metal Enterprise’s competitive strategy will be in practice, this study raises a new competitive strategy, which is named "metal supermarket". At the same time, in order to ensure the implementation of "metal supermarket", this study proposes platform competition strategy, proprietary product competition strategy, service strategy, marketing competition strategy, and risk management strategy implementation measures, etc.This study puts forward the certain reference significance, for metal flow and other large industrial goods and materials circulation industry trade enterprises, on how to seek survival and development in the internet environment.