Research On Competitive Strategy Of Schindler High Rise Elevator In The Area Of GuangZhou & ShenZhen

Along with the economy growth and the construction growth in the Greater Bay Area,the demand of elevators in south cities such as Shenzhen and Guangzhou has been increasing rapidly,the competition in these markets becomes more and more fierce.As one of the world's largest high rise elevator suppliers,Schindler would like to continue its business growth and maintain its leading position in such an important market,the growth of high rise elevator market share is necessary.But the differentiated competitive strategy of Schindler high rise product is questioned by the management due to Schindler business performance of recent 3 years in Guang Zhou and Shenzhen Area.Is there anything wrong with the current competitive strategy of Schindler high rise? If not,what's wrong? Is the strategy implementation of Schindler high rise wrong? To find out the problems of current competitive strategy and answer the queries from the management is the top priority task to achieve the growth of high rise business,and it's also the purpose of this research.This article will conduct a deep research by analyzing the external environment of the market and internal condition of Schindler to study the differentiation competitive strategy of Schindler high rise and answer the key query from the management.First,it studies the Macro-environment with PEST model,the business environment and competitive environment of Guangzhou & Shenzhen market with Porter's 5 Forces Model,and identifies the opportunities and threats from the external environment,and defines the accuracy of differentiated competitive strategy of Schindler high rise from external environment.Secondly,it analyzes the internal resources and capabilities of Schindler and summaries Schindler's Strength and weakness in the market,and defines the accuracy of differentiated competitive strategy of Schindler high rise from internal conditions.Lastly,it confirms the accuracy of differentiated competitive strategy in Schindler high rise based on SWOT matrix.The article will conduct a further study from the key factors of strategy implementation,e.g.strategic consensus,management collaboration,implementation quality and company culture and find out the problems which cause the efficient strategy implementation.And it will advise a series of countermeasures from improving the environment,optimizing organization chart and improving level of management and culture approaching to enhance the ability of implementing.