Research On The Developing Strategy Of KUKA Home Co.,Ltd.

With the rapidly development of Chinese Home Furnishing industry,emergence of a number of large scale design,perfect function,high technical level of Home Furnishing brand enterprises,resulting in Home Furnishing industry categories,product homogeneity is more and more obvious;in addition,Chinese huge consumer market has also attracted foreign Home Furnishing manufacturers continue to enter,coupled with the impact of the property market turnover,Home Furnishing and industry overcapacity and other factors,further exacerbating the fierce competition in the market Home Furnishing.In the current home market,competition among enterprises has been quite intense.KUKA is a high-end furniture enterprise,the competition of this level has been has been raised from low price competition to the comprehensive ability competition of brand,marketing network,quality,management and so on.KUKA is in a stable developing stage now.In face of the intense competitive environment of Home Furnishing enterprises,especially in the furniture industry homogenization serious today,how to maintain the advantage of the products and market position,and gradually transform their own advantages into the ability of integrate internal and external resources,is a problem to be solved.This paper has completed the strategic research of KUKA by three steps:strategic analysis,strategic choice and strategy implementation.Firstly,use of PEST analysis,Potter five forces model,SWOT analysis method etc.to analyze the internal and external environment and resource of KUKA,understand and analysis the development trend and industry competitiveness etc.of the furniture industry,clear the company's advantages and disadvantages,to find the market existing external opportunities and challenges,seek the development opportunities provided by the external environment actively,reduce the risk challenges,clear the strategic objectives and direction of KUKA,to make the right strategic choice.At the same time this paper also preliminary analyzed and chose the competitive strategy,explained the functional strategy,finally offered the proposal of company development strategy and guarantee,it plays a guiding role in the effective implementation of the company's development strategy.This study not only has a guiding significance for the strategic decision of KUKA,but also has a reference value for other home enterprises.