Research On Competitive Strategy Of Aluminum Profile Business Of N Company

N Company is one of the earliest companies producing aluminum profiles in mainland China.After 36 years of development,it has accumulated a high reputation in the industry.The scale of operating income has grown rapidly in recent years.Howe,the profit rate stopped growing after peaking in 2015,and showed a downward trend year by year,and there was no new breakthrough in market share.How to stand out in the fierce competition from more than 900 peers,improve product competitiveness,and revive profit margin growth in the future is the most urgent problem that N Company currently should solve.It is an urgent task to make a precise strategic positioning.Therefore,this article makes an in-depth analysis of N company,comprehensively collects relevant first-hand and second-hand data to analyze the internal and external environment by using PEST analysis,industry five-force model,value chain,core competitiveness theory and SWOT matrix,and draw the following conclusions:1.In the analysis of the external macro environment and the competition status of the aluminum profile industry,the annual compound growth rate of the global aluminum market demand is about 5%.The urbanization of the world and China continues to develop,and the construction industry is still the largest application field of aluminum in China.Under the guidance of national policies,enterprises will continue to be encouraged to carry out R & D in the future and develop towards high-end aluminum materials.At the same time,as environmental protection requirements increase and competition becomes increasingly fierce,companies are under pressure to increase costs and shrink profits.2.From the analysis of N company’s internal environment,the advantages of N company mainly include: rich human resources,R & D resources and brand resources,industry professional and experienced management team and perfect national strategic production base layout.Disadvantages include that R & D innovation and design capabilities have not been fully utilized,R & D resources and brand resources have not been effectively converted;the human resources management capacity system is going to be upgraded;and the production digitization rate needs to be improved.3.Through comprehensive analysis of the internal and external environment,it is concluded that N Company strategic positioning is to adopt a total cost leading strategy in the field of construction aluminum profiles field,and at the same time strengthen R & D design and brand building,and strive to reduce costs.By continuing to consolidate the status of construction aluminum profiles,further increase market penetration and share,and form a scale effect,thereby reducing costs and increasing profits.At the same time,actively cultivate the construction aluminum framework business and explore the home decoration model,making it a new profit growth point for the group and filling business blank,gaining new market share increments.And by controlling production costs,distribution costs and administrative expenditure,the company can further reduce costs,so that N company gradually establish an absolute leading edge in the field of construction aluminum profiles.4.Finally,based on the strategic positioning of N Company,the short-term action measures for the implementation of the strategy are formulated,such as capacity expansion,standardized marketing services and the digitization construction,as well as long-term guarantee measures including the optimization of organizational structure,human resource management,brand system construction,improvement of technical design ability,strengthening the existing excellent cultural values and establish learning organization,in order to ensure to realize the company’s strategic objectives.