Research On ZA Company's Strategic Transformation And Upgrading Strategy

Power Equipment Industry in China has a roughly developing drawings in the following five years,according to the national strategy “Made in China 2025”.“Made in China 2025” is a plan released by Chinese National Development and Reform Commission and Ministry of Science & Technology in 2015.The plan is an initiative to comprehensively upgrade Chinese industry in the following years.It was initiated early 2017,and a new version of “Made in China 2025 strategy” was released on January 26 th,2018.It identifies the goal of raising domestic electric power output to 100 million k W per year by 2020,and independent manufacture rate up to 90%.Value of power transmission output raises to 2,200 billion Yuan,domestic content of main components and materials up to 80%.Until 2025,three highlight sectors including Information Technology,Rail Transport equipment,and Power Equipment will be upgraded to global advanced standards.These will be the leading sectors of innovation-driven industries.Chinese government will set up rules and policies to utilize financial and fiscal tools,to support the leading projects,such as,to build up environment-friendly & efficient power station,innovated base of power transmission with integration of study,research and application.Meanwhile,CI Consulting issued a report “Investment Analysis and Forecast Report on China Power Industry—2017~2021”,it firmly believes that China “One Belt One Road” strategy offers new opportunity for power industry,which strengthens the promotion of Chinese power equipments to the world.With new opportunities and challenges,domestic power equipment companies are working on their development.But at the same time,low-cost and mis-leading of investment in power equipment industry in China causes fierce competition.Under such conditions,it is crucial time for these companies to optimize and upgrade.ZA company is one of these companies,which needs urgently to analyze its advantages and disadvantages,to set up new strategy and therefore to increase its competitiveness in domestic market.In this sense,this research on ZA company development strategy is not only for supplying practical references,but also delivering theoretical support to other similar companies.This thesis analyzes ZA company development through political,economic,technological and social aspects,it discussed from the perspective of modern enterprise strategic management and PEST.It also analyzes six competitions out of the company ZA,to judges its market position,hence to provide suggestions on the future development after analysis on the following aspects: ZA research & development,marketing,maintenance,human resource and branding.This thesis utilize SWOT method to analyze the opportunities and challenges in ZA development,which helps to deliver a turnkey solution for the next five years.In order to the company re-structuring and upgrading,ZA should focus on its market position,service-orientation,branding.This thesis is for the reference to ZA future development strategy.