| Since 2011,when China's excavator industry ended a decade of golden development,problems like oversupply and so on have become increasingly prominent,Recovery in this industry in recent years however began to show signs,yet some relevant enterprises are still facing the problem of survival.EBM,an excavator agent,set up in 2001,obtained a great development ever since its start-up,but the business structure is rather simplistic and the debt risk has gradually accumulated.To adapt to the new market environment and further enhance profitability,EBM need positive changes.Based on the theory of strategic transition,profit pool theory and post-market theory,this paper analyzes the macroscopic environment of EBM with PEST tool,and the industrial chain of excavator industry with five-force model.It also uses profit pool tools to seek the opportunities for the industry.With regard to EBM's internal environment,the internal data are fully used to intensively study the capabilities and resources of the enterprise.Given the internal and external environment of EBM,strategies are formed by SWOT matrix for EBM's future development,in order to achieve a smooth strategic transformation of the company by building strategic wheels.Based on the analysis above,EBM may start excavator rental business,transforming the company from a sales concentrated into multiple service integrated in the future.To ensure a successful transformation,EBM needs to remodel its mission and vision by strategic wheels,in the following aspects like business strategy,marketing strategy,service strategy,and corporate culture,etc.This paper consists of six chapters.Chapter ? makes an introduction to the content,Chapter ? is a brief illustration of strategic transformation,profit pool and post-market related theories,Chapter ? is an analysis of the external environment for EBM's strategic transformation,including the macro environment and the industrial environment,Chapter ? is a study on the internal environment for EBM's strategic transformation,including the company profile,resources,capabilities and challenges;Chapter ? comes up with options for EBM's transformation through the construction of strategic wheels,Chapter ? is the conclusion. |
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