Research On Competitive Strategy Of M Company

M Communication Technology Co.,Ltd.was founded by senior experts in 2014.M company is located in high tech Industrial Development Zone of Guangzhou science city and provide business of R&D,production and sales of communication equipment including wireless communication base station antenna products,indoor distribution system and related technical services.With the popularization of the mobile communication network,the market demand of the 4G base station antenna continues to grow,on the other hand,the whole world is starting to research the 5G technology extensively,and it is very likely that China will launch the 5G communication network.M company is a communication antenna in the industry of small and medium enterprises.To seize the market opportunities of 4G&5G era,and survive in the fiercely competitive environment,competitive strategy choice is especially important.This paper use the enterprise strategic management theory as the main guiding ideology,firstly uses the PEST model and the industry competition structure model to analyze the macro environment of M company,then summed up the key success factors of the antenna industry.Secondly,it analyzes the internal environment of M company from four aspects: history and current situation,resources,capability and core competence.Then use the SWOT analysis of the advantages and disadvantages of internal and external enterprise opportunities and threats,put forward the suitable competitive strategy options for M company.With the combination of its strategic objectives and vision,determine that M company should adopt the growth strategy.Next,according to the strategic direction,make the choice of M company's competitive strategy,take the goal of focusing on competitive strategy to achieve the growth of profits,and then develop the M company's short-term,medium and long-term strategic objectives.Finally,in view of the above strategy,formulate detailed measures for the strategic direction of the company incluing focus the key customers and key business,improve products capacity,develop the advantages of technology,improve cash flow and management system.This paper is based on the enterprise strategic management theory as the main guiding ideology,combining theory and practice,analyze the existing problems of M company and the environment,development strategy and implementation plan,and provide reference for the management of the M company.This article has certain reference significance for the domestic small and medium-sized mobile communication equipment manufacturers.