Study On The Competitive Strategy On IMD Business Of M Company

IMD technology(in-mold decoration)is the solution of plastic industry decoration.Compared with spraying technology,it has the characteristics of environmental protection,diversification of patterns and high production yield.With more and more attention paid by the government to the environmental protection requirements of enterprises,the development of IMD business has won opportunities.At the same time,the increasingly fierce competition in the target market poses challenges to the development of IMD business.In view of the current complex market environment,this paper takes M company’s IMD business as the research object,uses Porter’s competitive strategy theory,compares and evaluates the conditions,advantages and risks adopted by M’s three general competitive strategies.Using EFE matrix,CPM matrix,IFE matrix,SWOT matrix,QSPM matrix and value chain and other strategic analysis tools to analyze the IMD industry,identify the key factors of industry success.At the same time,the internal and external related information of M company is summarized and sorted out,the strengths and weaknesses of M company are analyzed,and after external opportunities and threats,SWOT analysis is carried out to clarify the competitive strategy of M company.The core competitiveness of M company is customer orientation,mutual trust,quality priority,willingness to improve,high efficiency,due diligence,objective openness and competitive advantage.M company’s advantage is its core competitiveness,while its disadvantage is the lag of the single notebook computer market,management information system and sensitivity to the new market.The main external opportunities of M company are the support of national environmental protection policy,internal shuffling of in-model transfer industry and redistribution of market share;while the external threats faced by M company also exist: the uncertainty of trade disputes,the contradiction between the rising volatility of raw material prices and customer price reduction requirements,the impact of smart wearing equipment on PC market,the introduction and competition of potential new processes,etc.。According to the field visits and investigations,we have a comprehensive grasp of M company’s corporate culture,internal organizational structure,human resources and so on.A survey of the current management status of M company shows that there are some shortcomings and loopholes.Finally,the competitive strategy of M company is positioned and selected by using literature research method and comparative analysis method.The differentiated competitive strategy is determined and the research results are obtained.The competitiveness of M company is improved from R&D,ERP management,lean production and customer service.At the same time,it provides an example for the industry of the surrounding industries to formulate a competitive strategy plan.