The Development Strategy Of WTI Medical China

The subject of this study is the China subsidiary of WTI Medical.As a small sized MNC,facing the fierce competition from the other MNC medical giants and advanced domestic medical device manufacturers,under today’s ever-changing macroeconomic and economic environment,it is certain that the market competition will intensify while the uncertainty is that how much market share and net profit will be maintained.This paper aims to help WTI medical China subsidiary how to carry out business development strategy,either attack or defense or retreat,as well as how to develop a competitive strategy to improve the effectiveness of business decision-making,to achieve long-term business sustainable development in the framework of the corporate strategy.This paper firstly introduces the historical background and development process of WTI medical and the business status of its China subsidiary.Then it elaborates the definition and importance of strategic management theory,the tools and strategic models used in the research process.And following the strategic management protocol,it executes the PEST external environment analysis and marketing overview analysis of the medical device industry where WTI medical China subsidiary is in,and runs a SWOT analysis after reviewing the resources and capabilities of WTI Medical and its China subsidiary.After that it further explained the corporate strategy with the help of Boston matrix and business operations quadrant tool.Under the corporate strategy framework,it initials the new strategic positioning,local business development strategy and competitive strategy.Through the entire analysis,this study concludes that WTI Medical China subsidiary should adopt the defensive strategy as the company strategy and select the concentration strategy as the competitive strategy.In the end of the thesis,it offers a few measures to ensure the implementation of the strategy from the marketing & sales,organizational structure,corporate culture prospective.