CNHTC Power Division Competitive Strategy Research

CNHTC Power Division under the China National Heavy Duty Truck Automobile Group Co., Ltd., China National Heavy Duty Truck commercial vehicle engine production and casting manufacturing base. In the current Chinese economic restructuring and growth trend of decline, the diesel engine as a member of the national equipment manufacturing industry, the overall market is facing downside risks. Faced with excess capacity throughout the industry and the implementation of new engine emission standards, China National Heavy Duty Truck Power Division faced the same challenge. In addition, the power division itself alternately in old and new products and new product development stage began large number of listed, the development of scientific and realistic competitive strategies, and effective organization and the enterprise continues to maintain and increase their core competencies to achieve sustainable development key. This article from reality, to apply the theoretical knowledge, combined with their understanding of the power division, analyze its internal and external environment, and to develop their competitive strategy and implementation plan on the basis of the analysis.In this paper, a PEST, five forces model, comparative analysis, Critical Success Factors, summarized and other methods of CNHTC Power Division to face the external environment is analyzed in-depth analysis of industry competition structure combined with the industry size, industry elements of the development trend of the industry, industry end market conditions and industry key success factors, and strive for the industry in-depth understanding. By analyzing that:the overall macroeconomic environment conducive to the development of the engine industry, but in terms of environmental policy research and development capabilities of the technology industry has put forward higher requirements; engine industry overcapacity and fierce competition, the entire market is highly Oligopoly markets; now, the power division in the entire industry in a favorable position, strong market forces; the engine size of the domestic market in a given period is predictable, but more volatile; high-power, low-carbon energy-efficient heavy-duty diesel engine has become the future trend of development.In the engine industry key success factors as a starting point, this paper focuses on the analysis of internal resources and capacity of the power division, and business have a significant impact on corporate culture and human resources were analyzed. Analysis showed that:the power division back on the group, in terms of internal resources and reserves rich, deep corporate culture, outstanding research and development capabilities, a leader in the export sector, especially prominent in information technology capability building, sufficient to support the entire business well-functioning unit. Undeniably, the power division there are some need improvement, mainly in terms of salary distribution, performance appraisal, talent pool, the sense of responsibility and other personnel.Based on the idea of systematic analysis of enterprise and external environment based on the analysis, we use SWOT method to the enterprise environment inside and outside a comprehensive match analysis. The main advantage of China’s heavy truck division that power:cost-effective products, mature supply chain system; back by the company, the financial strength of the company; the higher export brand awareness. But in terms of cost and quality control, technical ability, brand influence aspects relative to its main competitors there is still a gap. The main opportunities lie in the power division in cooperation with MAN company’s products have been successfully introduced into the market, absorption of MAN technology and management methods, beneficial to reduce costs, improve quality and management levels and the growth of foreign exports. Policy, the implementation of the national "along the way" strategy beneficial to expand exports. The results according to the external environment analysis and internal resources and capabilities of enterprises, and the power division in conjunction with the positioning of the company, the power division should take low-cost competitive strategy based on brand. In order to ensure the implementation of competitive strategies floor, combined with the actual article gives specific implementation strategies and methods. In addition, in order to ensure the realization of the company’s strategic objectives, the paper established a hierarchy of strategic implementation of safeguards system, resource requirements related to content protection guarantee, performance guarantee system, human resources and support and risk control and other aspects.Innovation of this paper are as follows:(1) This article try to use the strategy of industry structure school school, school core competencies, theoretical results of a comprehensive analysis of school resources, and strive to fully learn and consider the advantages and disadvantages of the factions theory on theoretical analysis and the applicable limitations, so that a unified strategic development of business services, hoping to provide a reference for future similar studies. (2) On the basis of this paper, in addition to internal and external environmental analysis on the development of a competitive strategy match, but also according to their corporate functions of various departments to develop a detailed division of labor and the implementation of measures to ensure landing strategy, greatly enhancing the successful implementation of the strategy The possibility, which is relatively small in similar research, hoping to provide a reference for future similar studies.