Study On Competitive Strategy Of Zlocic

In recent years, as the channel of office equipment has become flat, government procurement centralized and price of E-commerce business transparent, the sales volume of the office equipment industry has declined continuously, so does its profits. Therefore, more and more small and medium office equipment enterprises are on the verge of bankruptcy. However, the government has issued more and more preferential policies to encourage self-employment, there is a noticeable increase in registered small and medium enterprises. According to the data released by the National Bureau of Statistics, there are more than 42 million small and medium enterprises in China by the end of the third quarter of 2013. Generally speaking, The small and medium enterprises always intent to adopt asset-light strategy on account of the initial capital investment and the late maintenance of technology. As a result, more and more SMEs have preferred to lease the office equipment instead of procuring it, which brings about great opportunities for office equipment leasing industry.This paper, first and foremost, has reviewed the theories related to strategic management, such as Porter’s Five Forces. Secondly, it has analyzed the status quo of Zlocic based on the state of the whole office equipment industry. In addition, it has analyzed the internal and external environment of the company and the strengths, weaknesses, opportunities as well as threats the enterprise may face at present by making use of the Five Forces and SWOT respectively. Then a series of competitive differentiated strategies employed in the field of market positioning, operation model, marketing model and after-sales service. Finally comes to the four specific measures which are aimed at maintaining a leading standing in the intense competition market and providing some valuable guidance and reference for the great possible number of SMEs in the domain of office equipment.