Research On The Competitive Strategic Of American Axle & Manufacturing(changShu)

In this paper,we study object for an American solely owned auto parts enterprises,American axle changshu company was founded in 2006,mainly produces is high quality Auto axle.The auto parts gradually become the pillar industry of social and economic development along with the sustainable development of the current world economy and the deepening of the globalization.Although the leading technology but the market share has been on the low side due to later entering China market,The company competitive strategy need to be set up in accordance with the company development in order to break such a situation.After reviewing the literatures at home and abroad,the author analyzed the enterprise competition strategy and the new trend of development of the auto parts industry.First of all,second chapter of the thesis analyzes the development history of American axle changshu company,and briefly describes the status quo of changshu company management,are analyzed from the aspects of resource allocation of the company's material base,human resources,financial development and organizational structure,the writing can make us for the situation of the company have a relatively comprehensive understanding.In this chapter is based on the current situation mainly puts forward the main problems are: the company faces later to enter the Chinese time,low market share,customer resources of a single order,overseas procurement,leading to a high cost of raw materials,no local technical center lead to long development cycle,the product of a single,etc.,and give specific about its cause of formation.Next,the third chapter of thesis focus first on American axle changshu company's external environment are analyzed,using PEST analysis method from the political,economic,social and technical four dimensions were considered.Analyzes the internal conditions for the development of the company at the same time,from two aspects of resources and the ability to focus on.Resource level and respectively discusses the human resources,material resources and financial resources;Capacity analysis and from the technical ability,manufacturing capacity,quality,capacity,human resources and service ability and so on several aspects.The SWOT matrix analysis method,and analysis the current situation of changshu company from multiple latitude: strengths,weaknesses,opportunities and challenges.Through the SWOT matrix analysis,we compare the intuitively recognize the company's current situation and the direction of the efforts that we want.Finally,the thesis in the fourth chapter of first changshu establishment of the company's long-term competitive strategy goal.Then through to the company strategic target in front of the analysis and the SWOT matrix analysis in chapter 3,we concluded that American axle settlement changshu company should adopt strategy,which is dominated by cost leadership strategy,assist quality zero defect,the comprehensive competition of technology innovation strategy.The end of the paper mainly discusses the competition in order to achieve the strategic goal to implement a series of security measures,they also from several aspects,respectively is the human resources,operations,quality management and technical ability to increase security measures.