The Study On The Competitive Strategy Of D Company

With the swift development of the plastics and packing industry,and the booming of film application technology,the demand of machines for plastic processing is hiking up.Plastic and packing machinery manufacturers meet new opportunities and challenges.Chance favors the prepared mind.When the opportunities come,as a company inside the industry also needs to make a good judgment on the whole market situation,and in the efforts to serve the current market and customers well,we need to consider the development orientation of the enterprise in the new era.As a domestic large plastic machinery supplier in segment market,D company endeavors to become a competitive competitor in global market.D company needs to take different marketing strategy for different applications,and further researches should be made on areas such as marketing orientation,R&D,internal management,service increment and monitoring costs,etc.This paper conducts competition strategy research of D company,with PESTEL analysis method,Porter's five forces model and SWOT analysis method.The paper first introduces the general situation of the company and the present situation of current strategy,then analyzes the external and internal competitive environment of the enterprise,and makes a thorough study of the advantages and disadvantages of D company,determines the core competence of the company,and clarifies the opportunities and threats in the industry in which the company is located.Based on the relevant strategic theory,this paper formulates the competitive strategy,and puts forward the main implementing points and safeguard measures in accordance with the actual situation.Six chapters make up this thesis.The first chapter introduces the research background and clarifies the meaning and purpose of the study and also present current questions faced by D company.Chapter two Reviews the related theories and literatures,depicts the development and study of strategic management and related concepts briefly,analyzes the process theory of strategic management,especially introduces three theoretical tools—the PESTEL analysis method,the Porter five forces model and SWOT analysis method.Chapter three,introduces the general situation of D company and its existing strategy,adopts PESTEL analysis model,analyzes enterprise external environment,studies D company's competitors within the industry,using Porter's five forces model.The third chapter also analyzes internal environment of the company,introduces company profile,introduction of products and application fields,enterprise income in recent years,enterprise culture,organizational structure,etc.and summarizes the core resources.The analysis of the internal and external environment also makes the safeguard measures for the implementation of the strategy more targeted.Based on the analysis of opportunities and threats,advantages and disadvantages in the internal and external environment,the SWOT matrix and element combination analysis of D company were carried out.The advantages and disadvantages of various strategic combination schemes were compared,and the optional strategic combination of D company was determined through analysis and research.Chapter four describes the selection and main implementation of D company's competitive strategy.This chapter describes the strategic positioning and objectives of D company,analyzes the problems faced by the current competitive strategy,and concludes that it is necessary to select a new competitive strategy.This chapter also compares and analyzes the three competitive strategies of overall cost leadership,differentiation and focus,selects the strategy suitable for the development of the company through quantitative and qualitative analysis,that is,the centralized differentiation strategy based on reasonable cost.This chapter also analyzes the main implementation of competition strategy.Chapter five puts forward some safeguard measures in the implementation of strategy according to the requirements of competition strategy and the actual situation of D company.Chapter six summarizes the article and look into the distance.Through all researches mentioned,strategy direction suitable for the development of D company is comprehensively considered and selected.Research results also have a certain reference value for the small and medium machinery manufacturers.