| This thesis will focus on the operation mode of a Germany owned, middle and small size company that provides antennas and services for automotive fields. Looking back to its history, being separated from Bosch group and purchased by another investment company 6 years ago makes it worth being researched on the development strategy, thus to find the best mode to operate this company.From middle of 1980 s, China passenger car market grows widely and rapidly with the expansion of joint venture OEMs. Under this trend, lots of enterprises manufacturing automotive products grow up accordingly, one of them is this providing antenna for radio signals. Nowadays filling with information and digital technology, automobiles are more than transport, they also have the function of multimedia and digital information processing, which consequently brings opportunities and challenges for Antennas Company. Facing this bright and open market, most antenna manufactures will face severe competition to control open market share. But under the situation that domestic economy grows slowly and car demands are saturated, these companies have to optimize production structure company development strategy. Kathrein as a company under transition process, is facing weakness of low efficiency, strategy change of passenger’s car, adjustment of demand structure, high demand accompanied with low cost of automotive products and fiercely competitive occupation, but doesn’t figure out a clear walking path for near future challenges. Therefore, finding a way out for self-developing mode becomes the top priority.This thesis will macroscopically analyze on Kathrein current problems and the root causes based on its latest situation. The methods using here will be Five Forces Model,SWOT,BCG Matrix to focus on the internal/external opportunities and challenges, and company products structure, then to make strategic development target and operation plans. As a result, this company will utilize growth strategy to strengthen its products development and innovation, diversification and federalization. This thesis also puts forward company structure, marketing analysis, culture and human resources based plans from several perspectives to solve current problems on shortage of qualified people, management application, market analysis and technical skills. To some degree, this will help Kathrein to survive and struggle in the complicated open market and share experience and strategic plans to other domestic enterprises producing automotive antennas. |
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