| The object of study is a division from JP group: JP Guangzhou Automotive Electronics Division.JP Group is a US-owned multinational electronics manufacturing services(referred to as EMS),it is one of five former global electronics manufacturing services provider,specializing in electronics contract manufacturing business,while providing design,procurement,logistics and maintenance services.JP Guangzhou Automotive Electronics Division is one of three production centers of JP Group’s global automotive electronics business,which belongs to Tier2 suppliers of the automotive parts to provide electronic circuit boards and its components assembly service.FLO Group is currently the main customers.With the situation of China’s labor costs rising year by year,environmental protection upgrading requirements,the industry homogeneity disorderly competition,the rise of regional EMS found at Southeast Asia,India and other countries etc,JP Guangzhou Automotive Electronics Division is facing the hard time of slowing growth of market share,the rising of labor costs,the stress of customer prices,low profits etc.,While still facing the challenge China’s economic growth downward and exchange rate depreciation quickly.It is the key issue that how to explore and develop the sustainable of core competitive advantage of JP Guangzhou automotive Electronics Division in future.In this paper,JP Guangzhou Automotive Electronics Division was conducted in-depth understanding of its history and a comprehensive collection of data for its analysis and research,and was conducted in-depth interviews to understand the current situation of FLO Customer and the view of development on automotive electronics industry.On the basis of above,through the application of theoretical knowledge related to strategic management to analyzes the JP Guangzhou Automotive Electronics Division’s internal and external environment,and then outlines the strategic intent and objectives of the division,and to propose specific competitive strategy and improve program.The paper conclusion is that the competitive strategy of JP Guangzhou Automotive Electronics Division should be based on the dimensions of demand and complexity of different product segments to choose different competitive strategies: competitive strategy of mass production;competitive strategy of customized manufacturing;competitive strategy of low-cost production and competitive strategy of outsourcing production.In order to achieve the intent and objectives of competitive strategy and improve the main problems currently facing,the division should implements the adjustments and optimization of six areas,including human organization,R & D collaborative design,manufacturing flexibility and inventory integration,product prototyping,early supply chain management and control,and resource rent.The contribution and significance of this paper is to JP Guangzhou Automotive Electronics Division in the future development has more reference on completive strategy and solution,but also hoping it can provides some reference and inspiration for similar related businesses and their managers. |
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