Research On The Competitive Strategy Of TM Company(USA)

TM company(USA),a leading designer and manufacturer of golf equipment,used to be the leader of the golf equipment industry and dominator of woods.In recent years,the company faced a huge growth dilemma and severe challenges.Therefore,it is necessary to survey the effectiveness of the existing competitive strategy of TM company(USA).First,this paper reviews the history of TM company and the current competitive strategy,identifies its innovation genes,and analyzes the reasons for its rise and decline in recent years.Then,this paper analyzes its internal resources and management capabilities,and clarifies its core competences.And then,on the basis of internal analysis,this paper analyzes the external environment of TM company(USA).The macro environment,the market environment,the trend of industry development,the industry competition structure,the strategic group and the competitors are analyzed,and the key success factors of golf industry are clearly defined.Through the combination of internal environment analysis and external environment analysis,this paper summarizes and judges the strengths and weaknesses,opportunities and threats of TM company(USA),carries out a SWOT analysis,and proposes that TM company(USA)should return to the differentiation strategy,create the best golf products in the world,improve product performance by technology innovation,improve product influence with top players,establish a market image of technology and innovation leader,provide a full range of high-performance golf equipment for the avid,casual/recreational and fringe/unengaged golfers.