Research On GW-CCL Company’s Competitive Strategy

GW-CCL Company is an electronic components manufacturer, specializing in the production of copper clad laminate and prepreg material. In recent years, Europe and the United States, Japan and South Korea and other developed economies are in a difficult recovery stage, China’s GDP growth is slowing, the total demand growth in the global range is limited, directly affect the growth and profit margins in a wide range of industries. In addition, though a lot of new electronic terminals emerge in endlessly in the electronic components industry, but the emerging field of market demand is relatively small, and with many uncertainties, technology development direction is not clear. These factors increase the difficulty of the enterprise to grasp the market opportunity, offering great challenge to electronic components manufacturer. China is the main producer of CCL (accounted for about six of global), is also the most competitive areas in the world. GW-CCL Company is a small and medium-sized enterprises in the industry, how to survive in the cruel competition environment, competitive strategy choice is particularly important.This paper will take the enterprise strategy management and marketing management as the main theoretical guiding ideology, analyzing the internal and external environment of GW-CCL Company, using PEST, five-force model and SWOT analysis method to study. Clear the company advantages and disadvantages, and study how to foster strengths and circumvent weaknesses. Finally, determine to use "the focus strategy" as the basic competitive strategy, choose the suitable market segments, service the target customers with limited resources, create more value for customers, and establish the company’s competitive advantage.