W Company Competitive Strategy Research

W company as the first to introduce a full set of meridian tyre production technology of tire manufacturing enterprises,set the tire production,research and development,sales of state-owned enterprises,is currently the largest radial tyre production enterprises in south China,after nearly 30 years of development of get good grades.With the rapid development of economy in our country,the rapid growth of auto industry,the tire industry in China has been through the high-speed growth period,nearly 80% of the current global tyre manufacturers are concentrated in China,especially in shandong province,has focused almost 80% of the domestic tyre manufacturer,and mainly private tyre manufacturer,its smaller,in the industry during the construction of high speed development,cause enterprises to pursue short-term interests,ignore the enterprise long-term planning,cause the domestic tire industry malignant competition,low product class,the quality is poor,locating in the low-end of industry chain,low product added value.How to adapt to the change of market environment,suitable for the enterprise development strategy,improve the competitive ability,enterprise long-term development layout,the survival and development of W company has want practical significance.This paper takes W company as the research object,through the strategic management theory and method,using PEST analysis tools,around the political,economic,social and technological environment analysis of the external opportunities and threats.Get W company major opportunities: national tire industry issued by the ministry of access conditions,raise the threshold of the new entrants to;The car has now become a kind of consumer goods into people's life,huge market demand of automobile tires;Per capita GDP growth momentum,as people income levels improve,green environmental protection idea thorough popular feeling gradually,green environmental protection a new growth point of the tire.The external threats are: tire industry affected by international trade barriers,export situation is grim,will increase the management risk of the enterprise;The domestic market competition;The main raw material purchasing negotiation ability,etc.W company internal resources and capacity analysis,after get their own disadvantages and core competitiveness.W internal advantages are: the company has a good production equipment,complete product,specification seriation,company has strong r&d strength,higher visibility and form a complete set of perfect sales service network,sales situation is very good,exposed the internal disadvantages are: small scale of production,poor economies of scale;Human resources management ability is weak;Low value-added brands,single financing channel.Although W company stable development in recent years,rising enterprise revenue and profits,but smaller market share in the Chinese market,in the face of big companies such as hankook tires,giti tire industry competition,this article will W company's low-cost strategy and differentiation strategy,combining SWOT analysis tool to develop a suitable for W company's competitive strategy and measures,at the same time,the enterprise short,medium and long-term strategic goals.First to strengthen enterprise cost control ability and the technical research and development ability,expanding production scale,the scale economic benefit,promote the brand influence,recycling company technology,cost,brand advantage,attracting international customers.Finally based on competitive strategy,respectively from the enterprise culture,management system,human resources,etc.,detailed strategic safeguard measures.