Study On Development Strategy Of Danfoss Co., Ltd

Since 21 st century, influenced by macro-economic and housing market, domestic refrigeration and air conditioner filed were being developed under a high speed, industrial volume quickly increased by above 30% every year in average, and slowdown due to the financial crisis in 2008, then rebounded in 2010, especially refrigeration industry came back rapid warming, which was based on support from national police to cold chain and high speed development of electrical commercial business,, lots of cold rooms were built up in the 2 or 3 class cities. Under this situation as a leading company in refrigeration and air conditioning components supplier, DFS company catches the developing opportunity.This thesis analyze DFS company with application of management theory, economic modeling and case stories, made a systematic analysis and summary to marking repositioning, developing and execution of strategy, targeting to DFS, a typical foreign company under a developing environment.Firstly, this thesis elaborates DFS company on background, industry and purpose and meaning of strategy study, as well introduction of strategy study theory with application of PEST tool, which is Political, Economic, Social and Technology, DFS company environment was analyzed, following that evaluation of influence of these factors to company strategy, then finds out key and critical factors which influence company development. Boston model was also used to analyze competition status. Secondly, internal environment was analyzed in this thesis, organization, human resource training model and sale strategy were involved. Lastly, aiming to practical operation of DFS company, this thesis also utilized SWOT tool to analyze the operation strategy under varies orientations, based on which, adaptive strategy was raised including “core and clear”, “Value selling”,“get basic right” and “Profittable growth”, fully align with company developing stages with the well planned execution steps and furthermore improvement during the process. Finally, this thesis analyzes existing strategy and evaluate effectiveness of the defined strategy with impersonal evaluation from different stakeholders, realized the timeliness and scientificalness.