The Research On Competitive Strategy In Indian Market For DJ Company Limited In The Background Of The Belt And Road

The current world economy is still in deep adjustment period, and in the next few years,the global economy is expected to continue a moderate slow growth trend, but there are still downside risks to economic trends and major policy orientation is more obvious differentiation. In this paper, the research object DJ company Limited is a leading enterprise which contracted water conservancy and power engineering infrastructure projects both inside and outside. Especially implicatied by the "The Belt and Road" policys in recent years,DJ company Limited has occupied half of the domestic electricity construction market. DJ company Limited has established an international development layout and the development strategy in many countries, including India, Africa and other markets. However, with national economic growth differentiation intensified and the changes of international competition in the market environment and business model and complex regional security situation becoming complicated and other factors, international project contracting market environment is more complex. In addition, the international infrastructure projects ofen use EPC?PPP mode, and contractor selection projects in developing countries is more market-oriented and diversified,which put forward higher requirements to the company's financing capacity, financial risk management capabilities and integrated management.With the old European power construction companies such as Czech CEZ power company come to develop the India market, DJ company Limited faces market share crowding crisis, so it need to find a new breakthrough by change. In this paper, by using SWOT analysis tools,we can draw that DJ company Limited has good Indian external development opportunities and competitive internal advantages. Therefore, DJ company Limited has determined "strength-threat" competition strategic goals in Indian market,expanding Indian market by taking the advantage of the enterprise for the enterprise in order to cope with the challenges in the international market.To achieve these strategic objectives, the paper divided into the following steps to study and draw conclusions:taking the competitive Strategy of DJ company Limited in the Indian market as the target object of study,and basing on Porter's competitive strategy theory. First, from the company's own analysis of the basic situation of enterprises operating in the case of the Indian market, and other aspects of performance gains, the author analyzes new opportunities for development of major strategic "The Belt and Road" to the enterprise, emphasizing the necessity and feasibility that the DJ company Limited's future to participate actively in the competition of Indian market. Secondly, in the competitive environment analysis, the macroeconomic and industry environment from two aspects, on one hand,the author use of PEST tool for external macro environment analysis, and draw a conclusion that the current political relations between China and India is generally good, and the Indian market is in shortage of power resources,so it provides opportunities for the enterprise construction investment. On the other hand, the author use Porter's five forces model to analyze the Indian power market structure and the local electricity market industry, which lay the foundation for the choice of competitive strategy. Thirdly, within the environmental analysis, the paper discussed enterprise's internal competitive advantages in terms of resources, core competencies,other unfavorable factors and disadvantages. Finally, the author use SWOT analysis tool to target strategic goals for this companies in the Indian market and make the plan of the company's low-cost competitive strategy.To guarantee the smooth implementation of the above-described competitive strategy, the authors propose safeguards from the following areas:optimizing organization and management structure, developing transnational corporate culture, strengthening of qualified personnel, enabling co-ordinate cross-border treasury management. These measures are derived from the author's independent thinking and include some constructive suggestions especially in the improvement of DJ company Limited's organization structure We hope that the competitive strategic thinking have reference to more "going out" enterprises.