Shandong Sam Automation Equipment Co., LTD Development Strategy Research

Since the reform and opening-up policy,China’s manufacturing industry has been experiencing high-speed development nearly 40 years, the production capacity and technology development level has been promoting rapidly, and China became a global manufacturing powerhouse. But as the financial crisis in 2008, the global economic growth became slow, as well as the European and American countries’ manufacturing Renaissance strategies, the growth of the manufacturing industry of China had facing complicated improving stresses. At the same time, Internet, Internet of things, the tide of new industrial revolution brought by the big data, a large number of foreign factories abroad, such as in the U.S. and Europe has moved out of China, and goods return to us, those had brought unprecedented pressure to China and challenged China’s manufacturing status as the workshop of the world. At the same time, the disappearance of demographic dividend, rising labor costs and high energy consumption, high pollution, low product added value, etc., had brought many shackles to China’s enterprises. Facing the complex environment of economic development, the competition between enterprises is no longer a pure competition around the scale and profit, but formed around the establishment and use of competitive advantage of the enterprise core competitive ability and competition. It will become especially important, if an Enterprise can form a suitable development strategy, according to their own resources, through the analysis of internal and external environment, thus to maximize the interests of the enterprise. Therefore, for a company, the research of this paper is significant importance either realistically or theoretically.This paper is aim to analysis Shandong Sam Company as the research object.First of all, it analyzed the development opportunities and threats of Shandong Sam Company by comprehensive domestic and foreign researches of the enterprise strategic management theory, using PEST analysis method, while the company was facing political, economic, social and technical four aspects of the external environment. Secondly, it analyzed the advantages and disadvantages of enterprise itself from the enterprise’s capital, capability, management present situation, and the enterprise culture, etc. Third, through the SWOT analysis matrix and strategic matching, analysis extracted with characteristic of Sam company competition strategy,including: corporate vision and mission, strategic objectives and strategic focus, and many other aspects, mainly including Sam company on the main business model, keyis divided into product classes and class projects; In product sales, focused on the flame, plasma CNC cutting machine, laser cutting machine, laser marking machine,laser engraving machine, laser equipment, industrial robot ontology and peripheral equipment; Service robots are mainly concentrated in the room, sweep robot and robot part agent entertainment robot; On the sales channels, set up a regional distributor or agent according to the regional division. The strategic objectives of Sam company is positioned for assets light company, mainly continue to adhere to the development of research and marketing, and complementary to light manufacturing. At the same time by taking many measures, such as marketing and sales, technology and system integration, resource collection, human resources, enterprise culture, and financial management, to ensure the development strategy of Sam company get good implementation and control.